In 2007, consumer focus groups and online surveys using choice sets were conducted to examine South Korean’s perceptions of and willingness-to-pay for Australian, U.S. and domestic beef. Consumers indicated higher positive perceptions of Australian beef than of U.S. beef, particularly in the area of environmentally friendly, cleanliness, standards and credibility; and thus Korean consumers discount Australian beef less than U.S. beef relative to domestic beef. The U.S. industry could improve perceptions and their country-image by providing Korean consumers with promotional material pointing out that U.S. beef production systems are comparable to competitors’ in terms of “environmental-friendliness” and other quality attributes.