Influence of Production Practice Information on Consumer Eating Quality Ratings of Beef Top Loin Steaks

The purpose of this study was to identify if consumers’ palatability scores of beef top loin steaks were affected by disclosing production practices or brands related to each product. Strip loins were selected to represent 5 treatments: Grain-Fed Natural (Natural), Certified Angus Beef (CAB), Local Grass Fed (Grass), USDA Select (Conventional), and USDA Certified Organic (Organic). Two separate experiments were conducted (n = 120/experiment). In Experiment 1 and 2, panelists received the 5 treatment samples in a standard blind testing format in segment 1 (S1). In the second segment (S2) of Experiment 1, short descriptions were read aloud to participants before receiving each of their 5 samples, but all samples were actually USDA Select (false disclosure). In the second segment of Experiment 2, treatment descriptions were provided that matched the 5 treatments samples (true disclosure). When consumers evaluated samples in S1, they rated the Natural and CAB samples more tender and juicier (P < 0.05) than the other 3 treatments, and Organic was the least tender. Flavor and overall liking were greater (P < 0.05) for Natural and CAB steaks, while Conventional was intermediate, and flavor and overall liking were lowest for Grass and Organic (P < 0.05). When consumers received Select samples representing the 5 treatments, false disclosure decreased tenderness and juiciness of Natural, increased flavor liking of CAB, and increased tenderness, flavor liking, and overall liking of Organic (P < 0.05). True treatment disclosure increased flavor liking and overall liking of CAB and Grass, increased overall liking of Natural, and decreased juiciness of Conventional (P < 0.05). These results indicate consumers’ perception of eating quality can be influenced by quality differentiated brand names and labeling claims, particularly claims related to production practices.