Out in the not too distant sea of eating, the food industry caught sight of a swelling wave moving towards the shores of the consumer market. Those in the National Cattlemen's Beef Association tried to say that it was nothing, just a passing trend. Now, as this tidal wave of change is breaking, America's beef producers are shaking—in their cowboy boots. America's youth is quickly losing interest in supporting an industry of slaughter and suffering and the numbers of those embracing a vegetarian diet is on the rise, particularly among teenage girls.