Ongoing litigation to keep the U.S. border closed to Canadian beef and cattle, following three cases of mad cow disease [3] there, has prompted renewed PR efforts. The Alberta Beef Producers hired Fleishman-Hillard [4], to help "reopen the U.S. market to Canadian beef." The Montana-based group R-CALF, which filed the lawsuit, "purchased a half-page advertisement [5] in the Washington Post ... thanking the U.S. Senate for passing a resolution blocking the resumption of live cattle and full beef trade with Canada." And the Canadian Agriculture and Agri-Food Ministry is helping "launch an aggressive marketing campaign [6] to reclaim and expand markets for Canadian beef," part of the country's "Repositioning the Livestock Industry Strategy," launched last year.