Abstract. Meat Standards Australia sought a consistent measure of the beef eating experience to the consumer. Rather than objective measurements or trained panel sensory assessment, it was decided to proceed with direct consumer assessment. Consumer-based assessment has much greater variation, but it has the decided advantage of validity. This paper summarises the path taken to obtain consistent consumer assessment. What meat samples to present to consumers? What responses to ask for? What to do with these responses when they were obtained? The answers to these questions have led to the MQ4 measure of consumer assessment of meat eating quality, which now forms the basis of the MSA predictive model.

Abstract. The Australian Beef Industry identified variable eating quality as a major contributor to declining beef consumption in the early 1990s and committed research funding to address the problem. The major issue was the ability to predict the eating quality of cooked beef before consumption. The Meat Standards Australia (MSA) program developed a consumer testing protocol, which led to MSA grading standards being defined by consumer score outcomes. Traditional carcass grading parameters proved to be of little value in predicting consumer outcomes. Instead a broader combination of factors forms the basis of an interactive prediction model that performs well.The grading model has evolved from a fixed parameter 'Pathway' approach, to a computer model that predicts consumer scores for 135 'cut by cooking method' combinations for each graded carcass. The body of research work conducted in evaluating critical control points and in developing the model predictions and interactions has involved several Australian research groups with strong support and involvement from the industry.

Abstract. Consumer responses were examined in an incomplete factorial design where Australian consumers evaluated 216 beef samples derived from 18 cattle killed in Australia and Korean consumers evaluated 216 samples from the same 18 cattle, plus 216 similar samples from 18 Korean cattle. Samples of the Mm. triceps brachii, longissimus dorsi and semimembranosus were cooked using grill and Korean barbeque methods. Each sample was sensory tested by 10 consumers, who scored it for tenderness, juiciness, like flavour, and overall liking. Consumers then graded each sample as either unsatisfactory (2 star), good every day (3 star), better than every day (4 star), or premium (5 star) quality.For those samples assessed by both Australian and Korean consumers, the Korean consumers graded a higher proportion of samples 'unsatisfactory' and a lower proportion of samples 'premium' grade product than Australian consumers. Using a composite meat quality score (MQ4) to predict grade, a discriminant analysis showed that the Korean consumers had boundary cut-offs for the lower grades, which were~4-10 palatability units higher than the Australian consumers.Analysis of the residuals between actual and predicted palatability scores showed that the Meat Standards Australia (MSA) grading model produced relatively unbiased estimates within AE2 MQ4 units for the different consumer groups, muscle and carcass suspension treatments, with the exception of the M. semimembranosus samples. Implications of the results for both Korean and Australian beef markets through the use of an empirical grading model to predict palatability are discussed.

Abstract.A major trial was conducted to develop, test and demonstrate the application of Meat Standards Australia (MSA) research findings in a beef retailing environment. A new concept retail store was established whereby a mix of raw beef products and pre-cooked meals were merchandised under an eating quality grade defined by MSA palatability scores. Products were presented fully prepared within cooking method with pricing based on the predicted cooked results. Large price differentials were established between the three grades offered, with 5-star product priced at more than double the 3-star product.The principle of pricing being directly related to eating quality was extended from the retail store sales to fabrication and the purchase of source cattle from producers. This encouraged considerable innovation to optimise eating quality and returns, demonstrating the potential for truly transparent value-based pricing systems to achieve change.Novel systems were developed to break down and fabricate the carcass into 'retail-ready' product with extensive software development to trace the eating quality, value and location of individual cuts and products. Detailed feedback provided the producer with an accurate measure of value and sufficient data to evaluate possible alternative production strategies.Results at each level of the supply chain were encouraging with compound annual growth in sales exceeding 12% at retail level and continued innovation through fabrication and on-farm areas combining to improve eating quality and financial outcomes. It was demonstrated that the consumer focus delivered by MSA grades could be applied at a commercial level providing an opportunity to reposition beef as a contemporary consumer product and to implement a value-based system across all sectors.

A total of 108 grill and 108 roast samples were prepared from lamb (n = 10) and mutton (n = 8) carcasses for sensory testing using a consumer taste panel. Grill and roast samples were prepared from the left and right sides of the carcass, respectively, using longissimus, biceps femoris, gluteus medius, serratus ventralis and semimembranosus. Due to size constraints, muscle from both sides was used to form grill samples for the vastus lateralis, and roast samples from the triceps brachii. Grill and roast samples were sensory tested using 360 untrained consumers. Each consumer was given a total of 6 experimental samples and each sample was tested by 10 different consumers. Sensory scores for tenderness, juiciness, like flavour and overall liking from both the grilled and roasted samples were highly correlated (P<0.05). For grilling, the different muscles were correlated for tenderness and overall liking scores (P<0.05), with the exception of the semimembranosus (P>0.05). In contrast, juiciness and like flavour scores were poorly correlated between grilled muscles. For the roasted samples, sensory scores were generally uncorrelated between muscles. The statistical significance of the age category and muscle effects was greater in grill samples, but stimulation effects were of similar significance using either cooking method. It was proposed that roasting reduced treatment effects that affected sensory via differences in connective tissue toughness, due to gelatinisation of connective tissue during cooking. For testing production and processing effects on palatability, grilling was more sensitive for detecting treatment effects, than roasting.