Eating quality is of paramount importance to red meat consumers. They want a palatable, consistent and safe product.
Meat Standards Australia (MSA) is a tenderness guarentee program for beef and sheepmeat, based on extensive consumer research. All beef and sheepmeat underpinned by the MSA guarentee has met strict criteria to ensure it meets consumer expectations for eating quality; tenderness, juiciness and flavour, and is labelled according to recommended cooking method.
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