How did MSA start?

MSA was created in response to detailed consumer research conducted during the 1990s around beef and sheepmeat. The consumer research was extensive, and all MSA products are graded on the basis of consumer taste test scores. Research and consumer testing is ongoing to continually improve the MSA program and continue to meet consumer expectations.

Sensory testing included:

  • Over 100,000 consumers
  • Almost 700,000 meat samples
  • 8 cooking methods
  • 9 countries.

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Research findings