000718 Pro-Beef Billboard Miffs VegetarianJuly 3, 2000Needham, MA - You may remember the slogan "WHERE'S THE BEEF?" Now a new ad line is turning the stomachs of some vegetarians. Needam’s NewsCenter 5 TV reporter Rhonda Mann says that the big beef involves a billboard on Route 129. It reads: What Vegetarians Eat When They Cheat. It features a picture of red meat. Carol Coughlin, a registered dietician and a vegetarian, said the billboard pokes fun at vegetarians. "My 9-year-old came to me and said, 'Mom, why are they making fun of us?'" Coughlin heads the Massachusetts Dietetic Association and has been a vegetarian for 17 years. She says the advertisement perpetuates a misconcep! tion about vegetarianism. "I think the myth is that vegetarians sit around wishing they could eat a big, juicy steak," Coughlin said. "I don't want a steak, I don't consider it food." The billboard is paid for by Certified Angus Beef and is part of a national campaign. The logo of the area's major Angus retailer, Stop And Shop, also appears. But the grocery store chain wants to steer clear of controversy. After hearing about the NewsCenter 5 story earlier this week, a spokesperson for the grocery store said the Stop and Shop logo was inadvertently placed on the ad and that they've asked to have it removed. "We never meant to offend anyone," an Angus beef spokesperson told NewsCenter 5. "It was meant to be humorous for beef-eating consumers. The campaign has been very successful." At Volante Farms produce market in Needham, customers were mixed on whether the ad is offensive. "It probably is a clever way to advertise," said one customer. "I'd look at it twice, but I don't think it's that catchy," said another. Coughlin said the issue comes down to respect. "There are many different ways that you can eat and be healthy and be happy," she said. "I don't fault anyone for making their choice, but I would also expect them to respect my choices."
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