Yet in the quest for televised titillation, there’s no time for nuance.

When Oliver launched his assault on lean finely textured beef, he refused to provide an even-handed account of the production process. His props even included a jug of household ammonia, with a skull-and-crossbones sticker slapped on its side. This was Oliver’s way of representing ammonium hydroxide, a food additive approved as safe by the Food and Drug Administration. It’s a common ingredient not just in beef but also cheeses, baked goods, and pudding because it kills bacteria that can carry diseases like E. coli and salmonella.

As consumer information, Oliver’s shock-chef show was pure bunk. As propaganda, it was sheer genius. The shameless and scientifically ignorant attack went viral. Food-industry critics made it a cause. Bloggers, both witting and unwitting, jumped on the bandwagon. The mainstream media got involved as well, often ditching any commitment to fair-minded coverage in favor of false drama.

On the Internet, one of the most frequently displayed images of finely textured lean beef wasn’t even beef, but rather a poultry product.

Oliver’s routine was “outrageous,” said Stephanie Herseth Sandlin, a former Democratic congresswoman from South Dakota. “He should be called out on it,” she said.

Yet the smear campaign worked. Facing pressure from outspoken activists, several large restaurant and supermarket chains have stopped accepting food that contains lean finely textured beef. Following the drop in demand, 650 workers in three states lost their jobs and another company was forced into bankruptcy. In our lousy economy, the unemployment rolls are already too high. Now they’ve grown a little higher in Amarillo, Texas, Holcomb, Kansas, and Waterloo, Iowa, thanks to the scare-mongering hysterics of a television show that wasn’t good enough to survive cancellation.

The best weapon for fighting lies is the truth. Last week, the governors from the three states affected by the layoffs toured a meat processing plant in Nebraska. Then they feasted on burgers that included lean finely textured beef as an ingredient. When they were done, they introduced a new slogan: “Dude, it’s beef.”

Let’s hope the line catches on, saving a sustainable food, recreating those lost jobs–and lasting longer than Jamie Oliver’s show.

Carol Keiser owns and operates cattle feeding operations in Kansas, Nebraska and Illinois. She is a Truth About Trade & Technology board member.