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 countries.

To proceed click each of the research findings buttons.

Research findings