One of the weapons used when attacking the beef industry is the term “factory farming,” used to paint a picture of animal suffering, excessive antibiotic and hormone use, food safety concerns and environmental damage. A July 2010 consumer tracking study found that the percentage of consumers who are familiar with the term “factory farming” has increased from 49 percent to 64 percent in the last two years. The study also found that more than half of consumers believe the beef they buy at the supermarket is from animals raised in factory farms. Of concern, more than half of these consumers worry about the safety of the beef they buy. See Consumer Perceptions for more about this study.