Meat quality is currently conditioned to the fulfilment of different requirements concerning food safety and other ethic and social aspects. Nevertheless, restrictions and other considerations going faster than the above mentioned aspects could be applied in order to gain a higher consumer’s satisfaction, that’s to say, a higher quality. On the other hand, many different studies point to the existence of important shifts that manifest the need to increase the knowledge about consumer’s preferences. This work analyzes different strategies used to increase beef quality, guarantying such quality with the presence of a particular distinctive or brand, at the same time that some aspects concerning consumer’s behaviour behind beef quality are manifested. Data coming from the statistical treatment of different interviews are complemented with the information supplied by other secondary information sources, in order to construct the theoretical model to identify the main strategies to perform in order to promote the consumption of this product.