European consumers' acceptance of beef processing technologies: A focus group study

The use of new technologies in beef production chains may affect consumers' opinion of meat products. A qualitative study was performed to investigate consumers' acceptance of seven beef processing technologies: marinating by injection aiming for increased 1) healthiness; 2) safety; and 3) eating quality; 4) marinating by submerging aiming for increased eating quality; 5) nutritional enhancement and restructuring through enzyme binding; 6) shock wave treatment and 7) thermal processing. Participants' attitudes towards beef, their innovativeness and risk aversion were also assessed. In total, 65 adults (19-60 years old) participated in eight focus groups in Spain, France, Germany and the UK. Results suggested a relationship between acceptance of new beef products, technology familiarity and perceived risks related to its application. Excessive manipulation and fear of moving away from 'natural' beef were considered negative outcomes of technological innovations. Beef processing technologies were predominantly perceived as valuable options for convenience shoppers and less demanding consumers. Overall, respondents supported the development of 'non-invasive' technologies that were able to provide more healthiness and better eating quality. Excessive intervention in meat production chains was severely criticized and participants expressed their longing to keep beef processing 'simple and natural'. Industrial relevance: The aim of the present study is to investigate European consumers' acceptance or rejection of beef processing technologies, exploring their attitudes, risk aversion and innovativeness. An inventory of acceptable beef processes and products is provided as a tool to guide process and product innovation in the beef chain, contributing to increase the competitiveness of beef. Of special interest is the understanding of the acceptance of novel beef processing technologies, since it can satisfy modern consumer demands for convenience, health, eating quality and food safety, adding value to beef products. (C) 2010 Elsevier Ltd. All rights reserved.