Food industry front group Consumer Freedom, run by tobacco lobbyist Rick Berman [3], is doing its best to confuse the public and the press about chronic wasting disease (CWD), a mad cow-type disease spreading across North America. Berman's lobby group has been savaging us for writing our 1997 book Mad Cow USA [4] and for continuing to investigate and comment on this issue. Berman claims that what has been dubbed 'mad deer disease' is just the result of our devious marketing conspiracy to panic the public into buying our book. Nice try, but fortunately not many are buying Berman's misinformation campaign. In fact there has been some excellent reporting picking up where our book left off, most recently an investigative series in the Milwaukee Journal Sentinel [5].