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In August 2021, Biden signed an executive action deal aiming to increase competition in the Beef industry (Mock, 2021). In May 2020, Trump gave $16billion in federal relief to food producers, which will mostly help industrial meat companies like Cargill and Tyson (Dembicki, 2020). This is why criticism of the beef industry is seen as a Democrat discourse and Republicans automatically do not align with it.

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Therefore, whether or not the core aim of the visual campaign is to create environmental and economic sustainability for the Texas Beef food system, there needs to be a financial or ideological benefit towards creating a more sustainable food system in texas

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This combination with the individualism exhibited within the Texas collective ideology means that rural populations are less likely to become positive food system actors solely out of benevolence for the environment.

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Outside of the big cities, there is a lack of drive for sustainability, as rural populations have dramatically lower average incomes (Dean, W 2011) and, using an individual application of the Kuznets Curve, therefore are less likely to have the means to make an effect or be exposed to the necessary information.

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we can therefore understand the ways in which policy suggestions through a visual campaign can have an effect: What cultural, social, physical and economic needs and desires do we need to appeal to in order to drive bottom up change in consumer patterns and thus the industry

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This framework can also be used in attempting to provide suggestions on economic reform or the lessening of the deeply ingrained economic issues of Texas’s beef industry.By understanding the individual “capacities accessible by the decision-maker, often taken at the scale of the household [and] the context in which they operate” Smith, A. (draft - 2018)

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The Livelihood Framework was developed in the 1990’s as a way to understand individual ‘means of providing for life’ (Brown et al., 2016)The original framework has seen some evolution and reform, slowing breaking down the so-called human assets into health, knowledge, and cultural assets, to better understand them in isolation.

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Texas has a deeply ingrained hatred for any social or economic elites, therefore a campaign that exposed the economic exploitation and elitism by the high up actors would likely have a profound effect on the Beef Industry’s supply, and thus the industry as a whole.

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As a result of this, the economic elite within Texas mainly reside in cities, which results in large parts of Texas being disconnected from knowledge of such a class.]Texas also has a GINI Coefficient, (A measure of income inequality) of 0.48, putting it bang on the US average, which puts it far behind European counties such as France or Spain and is a good statistical representation of the results of the local ideology on the economy, for better or worse.

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The slow increase of population density in Texas over the last 60 years  has caused a major rift politically and financially between the rural agricultural counties and those housing the booming cities such as Austin

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The South sees itself as economically developed whilst still valuing tradition and its culture. This has certain implications for the structure of the economy: Texas has a sense of individualism and ruggedness exhibited not only in its attitudes towards politics, but in relation to its beliefs on the free market and its supposed elimination of inequality of opportunity.

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Fetiliser is used to increase crop production. It releases the greenhouse gas nitrous oxide.

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Beef releases 105kg of greenhouse gases per 100g of protein. The main greenhouse gas produced by cows is methane. Cows produce methane through their ruminant digestive process. The release of methane contributes to the enhanced greemhouse effect, warming the planet.

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Right wing political ideology and capitalism are almost part of Texan culture. There is a beef and oil-producing culture among the population which is why many feel personally attacked when these things are criticised (Hart, 2021).

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Texas is a predominately Republican state and meat is seen as an image of American patriotism. Texans are also fairly elitist which is why "food ideology helps shape Right populist discourse against liberal 'cultural elites'" and steak is seen as a simple, working man's food. Beef consumption in Texas is deeply rooted in right wing political ideology (Tebaldi, 2021).

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Most meat packers are immigrants or ex-convicts and their need for work is taken advantage of. There is evidence of them  being deterred by their employers to whistle blow (Wells, 2021)and putting up with bad worker conditions such as:
-Employers denying/delaying claims regarding repetitive strain injuries and PTSD (Paige et al, 2020)
- Having to work through the pandemic, resulting in many deaths (Ura, 2020)

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Many stages of beef production involve transport. Transport accounts for around one-fifth of global carbon dioxide (CO 2) emissions. (IEA 2018)

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In the consumption stage of this food cycle a lot of food waste occurs. Food waste is a massive market inefficiency,

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Meat processing has many unfavorable environmental impacts, with wastewater disposal from this industry being the most significant. The meat industry has been classified as generating one of the most harmful wastewaters for the environment by the United States Environmental Protection Agency (EPA 2004).

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Often the feed required for Adults of calves involves grass, soybean, hay and cottonseed. All of these aspects need tremendous amounts of water to grow and harvest them which accumulates a very large environmental footprint.

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Packaging is made from natural resources, which has its own set of environmental consequences. To make the product, you'll need water and power. Manufacturing byproducts might have unfavourable consequences. Toxic carbon monoxide and other unwanted organic molecules are released during the manufacturing of polymers, for example.

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The Ogallala aquifer underlies 225,000 square miles across eight states including Texas. Of all the groundwater extracted from this aquifer, 78% was in Texas, Nebraska and Kansas (Musengezi et al., 2016: 18).  Across all the phases of production, 95% of the water goes towards feedlots and feed production (Musengezi et al., 2016: 19)

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UN predictions shows that the global population is expected to surpass 11 billion by 2100 (Ghosh, 2020). Thus food production is expected to double by 2050 to meet the global demand. Consumers in Texas are particular about the beef they consume. They are reluctant to consume grass-fed beef because it is lean and chewy; they prefer corn-fed beef because it is tender and fatty.

Republican politics in Texas perceive beef consumption as mobilising an image of working class, masculine toughness.

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The raising and slaughtering of livestock requires food, water, land and medication, hence why it is the most resource-intensive food we produce. Meat and dairy use 83% of all farmland and generate 60% of agriculture's greenhouse gas emission in the shape of methane and CO2. Agricultural production will increase the concentration of greenhouse gases in the atmosphere. The use of fertiliser in production releases nitrous oxide. Current trends predict increases in meat consumption and thus production in the future.

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This is in the zone of uncertainty. It is a driving force behind biodiversity loss and impacts cycles in ecosystems including the water cycle and the carbon cycle. This change in land on a local scale will have global impacts.

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Deforestation occurs to make way for pasture and for the growing of fodder which is eaten by cattle. Deforestation will decrease carbon sequestration and increase CO2 concentration in the atmosphere.