How did MSA start?
MSA was created in response to detailed consumer research conducted during the 1990’s around beef and sheepmeat.
Click on each of the silhouettes to discover key findings from the research.
38%
of consumers had difficulty buying beef to the quality they desire.
57%
had difficulty predicting tenderness of raw beef product.
81%
believed price was a poor indicator of beef quality.
More than
90%
of consumers thought fat equalled poor quality.
20%
of lamb loins failed to meet consumer expectations.
The Good News
Consumers said they would buy more beef and pay more for it if satisfaction could be guaranteed. We need to listen to what our customers tell us and provide them with a quality beef and sheepmeat eating experience.
Click Next to learn about consumer taste testing.