The consumer has the final word in food choice, which is determined by his perceived quality. Within a project coordinated by the Faculty of Veterinary Medicine we tried to relate objective quality with the consumer quality evaluation. To do so, we have measured the expected and experienced quality of a sample of Portuguese consumers towards three types of beef (PDO, national and imported) at the shop, and compared this subjective evaluation with the beef objective quality. Results at the consumer level show that respondents perceived PDO beef to be of higher quality than the two other types of beef for different attributes and for overall quality at the shop location. In terms of objective quality results, the three types of beef showed highly similar physicochemical characteristics and there were no differences, on average, in terms of the aspects mostly considered by the consumers - tenderness, colour and fat content. Hence, it was not possible to show that physicochemical characteristics are good predictors of consumer preferences. However shear force revealed a positive asymmetry showing a higher probability to find a tender beef in PDO than in the other types of beef. This should constitute an area for further research.