It is to encourage less consumption: that is all. Remember that during wartime, eggs, butter, sugar, coffee, and other products were rationed as well.
Will the beef industry suffer? Of course -- but the sad truth is that if we continue as we are, Americans in the future will suffer far worse. Additionally, people in other agricultural-related industries will benefit from the ban because of increased consumption of other products.
Another benefit may be in terms of human health. During wartime rationing, it was noted that "one surprising effect...was that the health of the nation actually improved as people ate a more balanced diet, less meat and fat and had more exercise (Wartime rationing, Body Soul and Spirit, 2008). High amounts of meat consumption have been linked to a number of cancers, including colorectal cancers, and just as the nation have striven to discourage consumption of other unhealthy carcinogenic substances, like cigarettes and unhealthy amounts of alcohol, encouraging high levels of meat consumption results in higher medical costs for the entire nation.
Of course, one concern might be how rationing might 'work.' During World War II, families were issued ration coupons. However, the 'rationing' in this instance, since it was meant to be a lifestyle change on the part of the nation, could be simpler and more holistic. First of all, children should not receive beef as part of their school lunches, and should have more meatless days. So should American troops, although of course they should be appropriately fed. In fact, this would improve the health of these critical American populations, and possibly lessen the obesity crisis affecting so many of our nation's children -- and even members of our armed forces, who must be poised and ready to fight at a moment's notice.
Consumption of fruits and vegetables would have to escalate. Beef portion sizes would be nationally limited in restaurants all over the nation...
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