Wes Enzinna recounts the recent backlash against Michael Pollan at colleges under the influence of local big agriculture donors:
More than 35,000 college students were assigned one of [Pollan's] books last year; The Omnivore's Dilemma is one of the most widely read titles on US campuses. [Graduate student Carrin] Flores and her fellow big beef advocates hope to counter that. "In the future," she says, "we're the ones who are going to tell you about your beef."
Since its launch in March 2009, the [Masters of Beef Advocacy] has trained nearly 3,000 students and farmers to spread the "positive beef message," offering online lessons on how to combat PETA and organizing a Twitter and Facebook "Food Fight" against its "campus critics."