Consumer Response to Mechanically Tenderized Beef (MTB) and MTB Labels: An Exploratory Focus Group Study

Area of Science:

• Food safety research
• Consumer behavior studies
• Agricultural economics

Background:

• Mandatory labeling for mechanically tenderized beef (MTB) products was implemented in the US in May 2016.
• MTB products pose food safety risks due to potential pathogen transfer during processing.
• Consumers struggle to differentiate MTB from intact beef, impacting safe cooking practices.

Purpose of the Study:

• To explore consumer understanding of mechanically tenderized beef (MTB) products.
• To assess consumer responses to the new MTB product labeling requirements.
• To identify effective communication strategies for MTB product safety.

Main Methods:

• Conducted thirteen focus groups in rural and urban areas of Virginia and North Carolina.
• Utilized audiorecorded sessions, verbatim transcription, and constant-comparison thematic analysis.
• Explored consumer awareness, perceptions, and responses to MTB products and labeling.

Main Results:

• Consumer awareness of MTB products and the tenderization process was generally low.
• The mandated label caused confusion; participants preferred terms like "blade tenderized" over "needle tenderized."
• Consumers desired more information and favored multi-channel messaging (in-store, tech, certifications).

Conclusions:

• Current labeling for mechanically tenderized beef (MTB) is not effectively communicating safety information to consumers.
• Improved messaging strategies are crucial for enhancing consumer understanding and safe handling of MTB products.
• Future research should focus on developing targeted risk communication tools based on consumer perceptions.