Well, as we increasingly understand how environmentally damaging producing beef is, quite aside from lots of other issues, the proper issue should probably be, “nowhere.” But back in the early 1980s a fast food outlet, Wendy’s (I originally said Arby’s) ran an ad with this line that indicated that the beef was at their outlet while their competitors just did not have the real beef, what all potential customers really wanted. Wendy’s has never been all super successful although somewhat so, but many considered this to be an effective ad that appealed to lots of people.
So during the campaign for the Democratic nomination for president in 1984 when “New Democrat” Gary Hart took the lead in polls with his appeal to high tech and a certain sleek cool, his chief rival Walter Mondale threw this ad line at him regarding what he considered to be the superficial nature of Hart’s positions and appeal, “Where’s the beef?” It was viewed as an appeal to working-class Dems and labor unions not likely to gain from the high tech oriented policies pushed by Hart. His remark made a splash and seems to have slowed Hart’s momentum and helped Mondale’s campaign, who would eventually get the nomination, although what finally did Hart in for sure was a sex scandal that erupted around him. In any case, while I have seen some sneer now upon his death at Mondale’s use of this ad line, it may well have symbolized that Mondale did have a depth Hart did not. Of course, many dismiss Mondale because he went down to massive defeat in the election against Reagan, taking only DC and his home stare of Minnesota. But in that year following the highest rate of GDP growth we have seen since in the US no Dem was going to defeat Reagan’s “Morning in America” campaign. Mondale ran a noble but hopeless campaign.