Beef producers in Australia are producing 'edible protein' that must compete with many other such edible proteins (eg chicken, fish, pork, tofu) in order to gain market share. The challenge that all beef producers face is to provide consumers with a meat product that creates a consistent, enjoyable eating experience, one that they want to repeat time and again. This challenge is made even more difficult when beef is produced under a wide range of climatic conditions and when consumers have differentexpectations (tenderness, flavour, marbling, price) of the beef that they eat.
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