Addressing retail meat waste : a focus group study on discolored beef

In order to market beef products in a timely and profitable manner, it is crucial to understand consumer purchasing behavior, including preferences for beef color. This qualitative study provides a detailed understanding of U.S. consumer perceptions of beef color and discoloration to inform retailers and policymakers on strategies to reduce retail beef waste. Colorado beef consumers were asked about their understanding of factors related to beef color, shelf life, and meat waste in four focus groups. Participants associated a bright cherry beef color with freshness, eating satisfaction, and overall beef quality. Most participants rejected discolored beef steaks, associating a brownish color to concerns about toughness, dryness, and food safety. They did not link their personal purchasing patterns to retail beef waste. Results from focus groups suggest that informational marketing measures explaining discoloration in beef, combined with price discounts may influence consumer purchasing behavior and thus, help reduce retail meat waste.