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Abstract
The relationship between consumer perception of quality and the food industry's drive
to satisfy consumer needs is complex and involves many different components. Science
and innovation play a major role in equipping the industry to respond to consumer
concerns and expectations. This paper examines the main elements of consumer perception
of meat with focus on the red meat sector. Emphasis is placed on perception at point
of sale particularly the intrinsic quality cues of colour, packaging and degree of
visual fat. The state of the art developments in increasing consumers' perception
at this point are discussed. Experienced quality cues such as tenderness and flavour
are well known as being of immense importance to consumers at point of consumption.
The latest technological developments to enhance the quality experienced by consumers
are discussed. The use of pre-rigor restraining techniques offers the industry a method
for changing its conventional procedures of processing beef for instance. Background
cues of safety, nutrition, animal welfare and sustainability are also discussed. Finally
opportunities and challenges facing the industry are outlined. It is concluded that
the meat industry needs to invest in and embrace an innovation agenda in order to
be sustainable. It must utilise emerging scientific knowledge and take a more proactive
role in setting out a research agenda.