So far this year, the LLA claims to have sold upwards of 80,000 lb. of so-called illegal beef – including the latest 5,000 lb. that sold out at Kemptville Oct. 29 right in front of a meat inspection office.

Their marketing is a spin-off of highly creative demonstrations across the valley. Before sunrise, association president Randy Hillier and the boys piled hay bales against the doors of the Ministry of Natural Resources regional office in Kemptville. Then they parked tractors in front of the hay. Hillier orchestrated the demonstration in the dark as four police officers arrived. He immediately barked orders into a walkie-talkie. "Okay, boys. You’ve only got a few minutes. Get the hay up."

After a short shouting match with police, the officers retreated. Meanwhile, tractors rolled in for back up. Hillier and police officers then negotiated a peace treaty as an LLA member drove a Budget rent-a-truck up to the back door with 5,000 pounds of beef.

By 9 a.m., two hours later, they had turned the government parking lot into a festive farmers market, selling beef, cheese and eggs. A pot bubbled with hot coffee and a table was set up to sell T-shirts. The microphone on the hay wagon was for Hillier.

"They’re trying to shut down farmers," Hillier told the more than 60 people, who lined up for the sale. "So, we thought we’d give them some of their own medicine. We thought we’d close them down for a day."

The beef was sold-out long before noon, attracting 500 buyers.

At $1.99/lb. the total revenue on all LLA beef sales this year is at least $160,000. Hillier says the association plans to set up a co-op of 20 to 30 beef farmers and likely increase the price to $2.99/lb.

Individual members say the beef is inspected and, so far, no charges of selling illegal meat have been laid. Meantime, Hillier insists: "It’s LLA-inspected."