Texas groups come to defense of beef, fundraising balls

By LORI COPE | East Texas Edition

The consumption of beef is the target of a campaign by the "Physicians Committee for Responsible Medicine." The group is asking Cattle Barons' Balls to halt the serving of beef at their fundraising events. In Texas, the group has exhibited their mobile billboard, which states "Cancer: It's What's for dinner ... at the Cattle Barons' Ball," at an event in Houston. Cattle Barons' Balls, sponsored by the American Cancer Society, raise millions of dollars for ACS' research, education, advocacy, and service. -- Staff photo

May 13, 2004 -- When a national activist organization recently began a campaign that asks the American Cancer Society to cancel, or re-label, its Cattle Baron's Ball fundraising events because beef is served, several Texas groups came to the defense.

In early April, the Physicians Committee for Responsible Medicine (PCRM) began a protest of Cattle Barons' Balls that included a mobile billboard that reads: "Cancer: It's What's for dinner ... at the Cattle Barons' Ball."

PCRM is a nonprofit, health organization that promotes preventative medicine, especially good nutrition. They conduct clinical research studies, oppose unethical human experimentation, and promote alternatives to animal research, according to their website.

Cattle Barons' Balls, sponsored by the American Cancer Society (ACS), began in Dallas in the 1970s as a "Western-themed" community-based fundraising event. The balls are now held in many states, raising millions of dollars for ACS' four main fronts - research, education, advocacy, and service. In Texas last year, ACS conducted 32 gala events, 17 of which were Cattle Barons' Balls. In all, ACS galas in Texas raised $6.8 million in 2003, according to Jackie Bayly-Bryant, vice president for communications, ACS Texas division.

To spread their message, PCRM devised mobile billboards that would be present outside Cattle Barons' Balls in cities such as Oklahoma City, Austin, and Houston.

On April 5, the PCRM mobile billboard "went up and down the road" along the Lakeside Country Club's golf course in Houston, during the Cattle Baron's Golf Classic, reported an event organizer. The billboard and its message had no impact on those playing in the tournament, the spokesperson said.

Of course the PCRM effort is not the first, nor last, campaign against beef that has faced the industry. Richard Wortham, executive vice president for Texas Beef Council, pointed out: "The most important thing producers should understand is that through the beef checkoff and their investment into the program, we have been working on their behalf in these type issues for 17 years. One of the most important areas is the funding for beef nutrition research and being able to communicate the science-based resarch of the nutritional benefits on beef."

The PCRM's campaign website, which is posted on their mobile billboards (www.AmericanCancerSocietyPromotesDisease.org), says "eating meat increases your risk of cancer" and encourages persons to submit a pre-written letter "demanding that the ACS not sell out to the beef industry."

"The Cattle Barons' Ball is not a beef promotion, and it is strongly supported by communities that are committed to fighting cancer," pointed out an ACS press release issued May 4. "Cattle Barons' Balls have a rich community tradition with the Society. ... (The events) allow patrons the fun that comes with wearing Stetson hats and cowboy boots, doing the Texas two-step and choosing - if desired - to dine on ribs, chicken or, for that matter, a vegetarian meal."

"Groups like PCRM and PETA (People for the Ethnical Treatment of Animals) promote strict vegetarian diets, while the American Cancer Society encourages choice as it relates to diet, including moderate consumption of red meat. There is not adequate data to conclude moderate consumption of red meat raises the risk of cancer, or that a vegetarian diet has any special benefits for the prevention of cancer," the ACS press release pointed out, in response to PCRM's campaign.

TBC's Wortham added, "A World Health Organization report (released in the spring of 2003) states, 'Research to date has uncovered few definite relationships between diet and cancer,' citing only obesity and frequent consumption of alcoholic beverages as dietary factors increasing cancer risks."

Also, "the American Medical Association, a credible health organization, has publicly criticized PCRM for misrepresenting itself as a physicans group. Physicians comprise less than 5 percent of PCRM's membership. The group's efforts to present itself as an association of medical professionals rather than as an animal rights group reflect a decidedly strategic premise," Wortham said.

To inform the public of such facts when such campaigns begin, TBC and ACS rely on the media, and their producers and volunteers, respectively. The groups also rely on "our intelligent consumers," Wortham added.

Bayly-Bryant, from her ACS office in Austin, said, "When we found out (PCRM's) campaign was going to be launched, from the national level down, we began our own internal campaign to prepare staff and volunteers." Press releases from the state offices were also written and sent to the media.

Several Cattle Barons' Balls, which successfully raise funds that are critical to supporting ACS' mission, are scheduled in Texas this spring and summer, including:

May 15 - TDA Exotic Game Ranch, Austin; June 5 - Crowded 6 Ranch, Tyler; June 6 - Heart of Texas Fair and Rodeo Complex, Waco; July 31 - Plainview Co-Op Compress, Plainview; Aug. 14 - La Villa Real Special Events Center, McAllen; and Aug. 21 - V-8 Ranch, Lubbock.