17 February 2000
Aussies show how to sell beef

AUSTRALIA is streets ahead of the UK in how to market beef to consumers, according to an academic who has just completed a study of beef production in Australia and Japan.

Angela Simmers told a meeting at Thainstone, Inverurie, that the country had developed a grading system which guarantees to the consumer that “if the piece of meat is cooked as labelled, it will eat as described”.

She said the Australian grading scheme, Meat Standards Australia (MSA), identifies the control points that have the greatest effect on palatability.

These included: genetics; pre- and post-weaning; pre- and post-slaughter; and during cooking.

“MSA takes the guesswork out of selecting beef on the shelf,” she said.