Food quality from a consumer perspective includes sanitary aspects as well as nutrition, but also taste, aspect, integrity and the particularity of products. But quality at the consumer level can only be achieved if quality is respected throughout the whole chain. An analysis is undertaken using as a case study Portuguese producers of two types of PDO beef. Results, using multivariate data analysis, show that the main attributes for a quality beef at the producers` level are: feeding, finishing, specific quality, age at slaughter, breed and transport. Results also suggest that producers have distinct quality perceptions on PDO beef.