Package it, slap a label on it and sell it for $4.99 a pound. It's as simple as that when you're selling groceries, right? Hardly. Food, meat in particular, is tied to cultural sensibilities about production, cleanliness, family values and a host of other topics.
Meat, like Norman Rockwell images of the American farm, is myth. We've been conditioned to turn away from the origins of our food and respond to blood and death with repulsion. Or have we?
With wealth comes the desire to learn about where our food comes from, how it's produced and what exactly is in it. The point is that shopping for food is an increasingly complex process as has less to do with securing calories than it does with symbols and meaning.