Quality beef and pork production becomes more and more important for both producers and consumers. We first establish an integrated approach of the different attributes that producers and consumers attach to 'superior' quality. This results in the clustering of producers in a traditional and conscious group which reveals relevant differences in attitudes but not in valorisation. On the contrary, the clustering of producers in function of their adherence to a label gives clear differences in labour income. Especially specific labels generate higher revenue because they seem to succeed to communicate credence attributes of 'superior' quality to consumers.