The purpose of this consumer survey was to learn more about consumer preferences for meat characteristics. Value added meat processors faced with the problem of trying to identify market niches wanted to know what types of consumers had similar preferences and what their specific preferences and concerns are. In addition, we wanted to learn more about attitudes that are believed to be changing due to new information about the relationship between diet and long term health, lifestyles that demand more convenient foods and less home cooking, the environmental impacts of cattle production, and social issues such as animal rights.