The NBA is embarking on a campaign to entice new producers to get into the business, and to encourage existing ranchers to increase their herds.

The prices ranchers are receiving for bison have remained near historic highs throughout 2009, and the demand for bison meat has continued grow, despite the general economic downturn.

Dave Carter, executive director of the National Bison Association, says continuing consumer demand in the midst of a recession affirms that once people taste bison they are likely to make it a part of their diet.

Carter believes they know that the great taste, low fat and high protein characteristics make this all-natural meat a great value.

Among the association's efforts to increase bison production is the release of an all-new Bison Producers' Handbook.

This 280-page handbook contains material written by more than 30 experienced bison ranchers, processors and marketers, and is designed as a resource for new producers and veterans alike.

The association will also be conducting a series of workshops across the country to assist small-scale bison producers in utilizing farmers' markets as a successful sales outlet.