In the last ten years the global meat industry has encountered numerous critical events related to food safety and food quality. These events in turn have caused the industry to re-evaluate how the meat supply chain functions and how to service the new social attributes demanded in the market place. Issues like source-verified, non-GMO, and organic are becoming important sources of product differentiation. How should firms in the meat supply chain respond? This study uses a needs assessment approach with meat supply chain managers and direct cataloguing of retail meat cases to better understand how the US meat supply chain is reacting to the turbulence in the industry.