Consumer thresholds for establishing the value of beef tenderness

Abstract

In the present study, a national consumer evaluation was conducted for beef tenderness on USDA Select strip loin steaks of known Warner-Bratzler shear (WBS) force values, ranging from tough (> 5.7 kg) to tender ( or = 86% consumer acceptability. Consumer acceptability for tenderness decreased from 86% at 4.3 kg for a "slightly tender" rating to 59% at 4.9 kg for a "slightly tough" rating. Data from the present study suggested that consumer WBS tenderness values of 4.9 kg would result in 100, 99, 94, 86, and 25% customer satisfaction for beef tenderness, respectively. Seventy-eight percent of the consumers would purchase steaks if the retailer guaranteed them to be tender. The retail steak value differences found in this study would result in the opportunity for a premium to be paid for a guaranteed tender ( 5.7 kg) classification. A premium of $66.96 could be paid to the tender classification carcasses vs the tough (> 4.9 kg) classification carcasses, and a premium of $36.58 could be paid for the tender classification carcasses vs the intermediate (> 3.0 to < 4.6 kg) classification carcasses. Results from the present study show that consumers can segregate differences in beef tenderness and that consumers are willing to pay more for more-tender beef.