WASHINGTON--Jun. 23--As rancher Bill Miller sees it, cattle is still king in Kansas, but there's trouble in the kingdom.
Instead of rewarding ranchers who produce tasty beef, the cattle marketing system discourages them.
Instead of assuring consumers that every steak will be great, the system leaves people guessing whether their beef will be sensational or shoe leather.
And instead of helping consumers who may have questions about preparing beef, the system tends to confuse them. No wonder American consumers are switching to chicken, Miller figures.
"This is a crazy system," Miller said. "Consumers aren't happy with what we're giving them. We've lost 25 percent market share in the last 20 years. At some point, even I am going to recognize that this train is going the wrong way."
Miller is at the vanguard of a growing movement that seeks to overhaul the way beef is raised, marketed and sold in America.
The idea is simple: Reward producers for good meat by paying …