It looks like the beef wars are heating up.

At the end of February, Trader Joe’s took out full page ads warning readers to be cautious about drug abuse. They showed pictures of highly distressed cows in CAFO situations. The bottom line to the ad was to notify potential consumers that the majority of the antibiotics that are used in this country were needlessly injected into livestock.

Now, in the Idaho Statesman there is a full-page ad showing the backside of three cows and the headline is Butt Out and is aimed at the consumer’s union out of San Francisco and New York. They are claiming that consumers union is bullying certain grocers to supply only high-priced natural and organic beef.