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Abstract
Consumer demand in relation to food is increasingly shifting towards products that are safe, nutritious,
and of good eating quality. Beef consumers are demanding for experience quality that
matches their quality expectations formed prior to consumption, particularly with respect to
beef tenderness. The development of a beef quality guarantee system, backed up by objective
knowledge obtained through muscle profiling research, can allow the beef industry to meet these
consumer demands. A qualitative consumer study has been carried out to assess European
consumers’ opinions about beef quality and beef related technologies. This paper reports on
consumer opinions and perceptions about muscle profiling and a beef quality guarantee system.
Findings indicate that both concepts are well accepted by European beef consumers, although
not unconditional. The insights obtained from this study indicate good opportunities for the development
of a beef quality guarantee system in Europe. As an increase in consumers’ satisfaction
with beef products could lead to higher consumption rates and industry profitability, the
introduction of a quality guarantee system can contribute to further market development and
improved competitiveness of the European beef industry.