December 9, 2009

EU consumers look for quality in beef

A new study found that EU beef consumer prefer quality meat, particularly beef tenderness.

The consumer study was carried out in France, Spain, Germany and the UK to assess consumer opinions about beef muscle profiling and interest in a beef eating-quality guarantee.

Participating consumers have reservations to the possible upgrading of lower value cuts, over-standardisation, and that tenderness is to some extent subjective. Consumers want the system to be simple, sufficiently documented and to be controlled by independent parties.

The study indicates good opportunities for the development of an EU beef eating-quality guarantee system. The development of such a system obtained through muscle profiling research will allow the beef industry to satisfy consumer demands, resulting in higher consumption rates and industry profitability. That in turn, could contribute to market development and improve the competitiveness of the European beef market.