How did MSA start?
MSA was created in response to extensive consumer research looking
into declining beef and sheepmeat consumption during the 1990s.
The MSA program is based on decades of research and more than
100,000 consumer taste test scores. Ongoing research and consumer
testing is continuously being conducted.
Since inception MSA has conducted consumer sensory testing with more
than 100,000 consumers, and more than 1 million taste tests in 11
To proceed click each of the research findings buttons.