This study investigates consumer attitude to and associations with beef quality labels .. Labels were introduced as part of the marketing response strategy by the beef industry aiming at restoring the declining beef image and regaining consumer confidence. The objective of this paper is to add insights and empirical evidence to the discussion about the potential role of quality labels in meat marketing. The research methodology focuses on consumer surveys with two comparable samples : 157 respondents in 1996 and 303 respondents in 1998. Significant differences in consumer attitude toward and associations and beliefs with beef quality labels across time and across buyer status and claimed attention to television are discovered. The research indicates that quality labels are a valuable tool in response strategies by the beef sector to negative media coverage. Important hurdles to overcome include establishing a waterproof traceability and control system, as well as setting up effective marketing communication.