The game is designed to introduce, not preach, a vegetarian lifestyle. The players would have already learned about the different types of vegetarian diets; Lacto and Lacto-Ovo Vegetarians are people whose diet includes milk products or milk products and eggs respectively. A "true" vegetarian is one whose diet consists only of plants, no animal products. Where's the Beef???!!! involves the players in the day to day obstacles that a vegetarian must face; maintaining proper nutritional requirements and the trials of eating at home or eating out.

Object of the game: To be the first player to collect enough nutrition cards ( servings) to have a nutritionally balanced vegetarian meal.