European Beef Consumers’ Interest in a Beef Eating-Quality Guarantee: Insights from a Qualitative Study in Four EU Countries

Appetite, Vol. 54, 2010

Posted: 21 Mar 2010

See all articles by Wim Verbeke

Wim Verbeke

Ghent University - Department of Agricultural Economics

Lynn Van Wezemael

Ghent University

Marcia Dutra de Barcellos

Federal University of Rio Grande do Sul (UFRGS/PPGA)

Jens Oliver Kügler

Independent

Jean-Francois Hocquette

affiliation not provided to SSRN

Øydis Ueland

affiliation not provided to SSRN

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Date Written: March 15, 2010

Abstract

Consumer demand in relation to food is shifting towards products that are safe, nutritious, and of good eating quality. Beef consumers are demanding for experience quality that matches their expectations, particularly with respect to beef tenderness. The development of a beef quality grading and guarantee system obtained through muscle profiling research, can allow the beef industry to meet these demands. A qualitative consumer study has been carried out with beef consumers in France, Spain, United Kingdom and Germany to assess their opinions about beef muscle profiling and their interest in a beef eating-quality guarantee. Findings indicate that both concepts are well accepted by European beef consumers, although not unconditional.

Participants express some reserve related to the possible upgrading of lower value cuts, too much standardisation, and the fact that tenderness is to some extent subjective. They further require the system to be simple, sufficiently documented and independent-party controlled. This study indicates good opportunities for the development of a beef eating-quality guarantee system in Europe. As an increase in consumers’ satisfaction could lead to higher consumption rates and industry profitability, the introduction of an eating-quality guarantee system can contribute to market development and improved competitiveness of the European beef industry.

Keywords: Beef, Consumer, Eating quality, Guarantee, Muscle profiling, Tenderness

Suggested Citation

Verbeke, Wim and Van Wezemael, Lynn and de Barcellos, Marcia Dutra and Kügler, Jens Oliver and Hocquette, Jean-Francois and Ueland, Øydis and Grunert, Klaus G., European Beef Consumers’ Interest in a Beef Eating-Quality Guarantee: Insights from a Qualitative Study in Four EU Countries (March 15, 2010). Appetite, Vol. 54, 2010, Available at SSRN: https://ssrn.com/abstract=1571188

Wim Verbeke (Contact Author)

Ghent University - Department of Agricultural Economics ( email )

Coupure Links 653
Ghent, 9000
Belgium

Lynn Van Wezemael

Ghent University ( email )

Coupure Links 653
Ghent, 9000
Belgium

Marcia Dutra De Barcellos

Federal University of Rio Grande do Sul (UFRGS/PPGA) ( email )

Rua Washington Luiz, 855. Centro
Porto Alegre - RS, 90010-460
Brazil

Jens Oliver Kügler

Independent ( email )

Jean-Francois Hocquette

affiliation not provided to SSRN ( email )

Øydis Ueland

affiliation not provided to SSRN ( email )

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Do you have negative results from your research you’d like to share?

Paper statistics

Abstract Views
518
PlumX Metrics