Consumers' preferences for meat quality attributes such as color influence their purchasing decisions. Better understanding of consumer preferences can help meat processors and others attain effective product development and marketing and inform public policy decisions on nutrition and food safety education. Modified atmosphere packaging extends the shelf-life of fresh meat and, with the inclusion of carbon monoxide, achieves dramatic color stabilization. The value that US and German consumers' place on ground beef packaging techniques was quantifies by means of non-hypothetical choice experiments. The studies' results can benefit food producers and retailers who make decisions about investing in new packaging methods by providing quantitative measures of how packaging affects consumers' preferences and willingness to pay for products.