For the Love of Beef by Scott Lively

For the Love of Beef

The Good, the Bad and the Future of America’s Favorite Meat

Scott Lively

We don’t eat beef to stay alive, we eat it to feel alive.

From hamburgers to meatballs, briskets to ribeyes, the average American eats nearly sixty pounds of beef every year. Yet, how well do you know the steak on your plate, the roast in your oven, or the ground beef in your freezer? Where does it come from—Texas, Nebraska, Uruguay, or Australia? Is it true that the meat from thousands of cows is in just one pound of hamburger? And, if so, how safe is it? And what about hormones and antibiotics?

Scott Lively, president of Raise American, cuts through the bull and brings you the truth about Big Beef in this essential guide to America’s favorite meat. You’ll find out what packers, grocers, and the government know, but don’t have to tell you. You’ll learn how to look at a cut of beef and know whether it’s clean, green, and healthy, or came from an old dairy cow. You’ll find out what “grass-fed” really means (and what it doesn’t), and how the USDA measures the quality of your beef. And you’ll understand what sustainable cattle farming is, and how it can benefit your health and the environment.

For the Love of Beef has the answers to the questions you never knew you had about your favorite meat, written by one of the foremost authorities in the beef industry. Whether you’re a budget-minded consumer or would-be connoisseur, you’ll never look at beef the same way again.


“Scott Lively has given us a fascinating peek into the hidden world of American beef. This book is not only chock-full of need-to-know facts—from humane handling to nutritional differences—but it is also an entertaining read you won’t want to put down. For the Love of Beef hits the bull’s-eye!”

“Whether you’re an expert beef industry insider or a casual consumer, you’ll find For the Love of Beef compelling, informative, and entertaining. Bravo!”

“Who would have thought a book about beef would be a page-turner and fun to read? But that is certainly the case with Scott Lively’s For the Love of Beef. It’s full of fascinating tidbits and written in an entertaining, irreverent style that makes you both laugh and cringe. I loved it.”


For the Love of Beef covers a very complex topic in an easy-to-follow and entertaining fashion. For beef lovers and non-beef lovers alike, this book gives a great view into the beef industry and allows the reader to walk away with a better understanding.”

“Scott Lively handles critical data with ease. For the Love of Beef is a valuable resource for anyone interested in smart food choices. Scott fearlessly exposes the reality for American beef consumers. An entertaining and resourceful piece to share with your best food friends!”


Scott Lively, president of Raise American, is an organic food entrepreneur and an absolute beef freak. Scott left a successful career in the IT industry to co-found what is now the largest organic beef company in the United States. Today, he oversees a broad portfolio of company and private labels and brands. Scott is an advocate of local economic development and regenerative farming practices applied to large agriculture.

ISBN 978-1-77458-002-8
$21.00 CAD $16.95 USD
Published September 24, 2021
5.5 × 8.25 184 Pages
Paperback, ebook