Characterisation of Beef

Palatability for Korean and Australian Consumers

Characterisation of Beef

Palatability for Korean and Australian ConsumersJohn Thompson, Rod Polkinghorne, Alan Gee

Jong-Moon Lee, InHo Hwang and Kyungnam Kim

John Thompson, Rod Polkinghorne, Alan Gee

Jong-Moon Lee, InHo Hwang and Kyungnam Kim

BackgroundBackground

MSA is a carcass grading scheme which uses a predictive model to describe the palatability of beef

The MSA scheme is underpinned by consumer taste panel results

There is limited information on the influence of demographic factors on consumer scores for beef– Demographic effects on Sydney consumers

– City Vs Country consumers

– Japanese Vs Australian consumers

MSA is a carcass grading scheme which uses a predictive model to describe the palatability of beef

The MSA scheme is underpinned by consumer taste panel results

There is limited information on the influence of demographic factors on consumer scores for beef– Demographic effects on Sydney consumers

– City Vs Country consumers

– Japanese Vs Australian consumers

BackgroundBackground

Previous studies suggest that Korean consumers place more emphasis on taste and less on tenderness than consumers in western societies.

The question:

Whether Australian and Korean consumers have the same goal posts in terms of meat quality, given the large geographical and cultural differences?

Previous studies suggest that Korean consumers place more emphasis on taste and less on tenderness than consumers in western societies.

The question:

Whether Australian and Korean consumers have the same goal posts in terms of meat quality, given the large geographical and cultural differences?

Project OutlineProject Outline

Co-operative Project between Korea and Australia

Korean

– National Livestock Research Institute, RDA staff at Suwon

Australian

– Meat and Livestock Australia, Meat Standards Australia and Beef CRC

Co-operative Project between Korea and Australia

Korean

– National Livestock Research Institute, RDA staff at Suwon

Australian

– Meat and Livestock Australia, Meat Standards Australia and Beef CRC

AimsAims

Overall objective To examine sensory characteristics of

Korean and Australian consumers.

More specifically To determine if Korean and Australian

consumers differ in the way they score palatability of beef

The importance of demographic and design effects (cooking, treatment, muscle etc) effects on sensory responses from Korean and Australian consumers

Overall objective To examine sensory characteristics of

Korean and Australian consumers.

More specifically To determine if Korean and Australian

consumers differ in the way they score palatability of beef

The importance of demographic and design effects (cooking, treatment, muscle etc) effects on sensory responses from Korean and Australian consumers

Experimental DesignExperimental Design

Korea Australia

18 cattle 18 cattle

720 Korean Consumers

360 AustralianConsumers

SamplesHang (TS/AT)

3 muscles (Strip, Outside, Blade2 cook (Grill/Korean BBQ)

SamplesSamples

Hanwoo carcasses

TS AT

Blade Topside Striploin

Grill Korean BBQ

Blade Topside Striploin

Grill Korean BBQ

Australiancarcasses

TS AT

Blade Topside Striploin

Grill Korean BBQ

Blade Topside Striploin

Grill Korean BBQ

Korean Consumers Australian Consumers

Australiancarcasses

TS AT

Blade Topside Striploin

Grill Korean BBQ

Blade Topside Striploin

Grill Korean BBQ

216 samples 216 samples 216 samples

CarcassesCarcasses

The carcassesThe carcasses

Trait Australian Korean

Cattle Cattle

Carcass wt (kg) 386 371

Fat depth 12rib (mm) 15.7 8.8

Ossification score 161 205

Marbling score

AUSMeat 1.3 3.0

US marbling 362 592

pH ultimate 5.45 5.46

Trait Australian Korean

Cattle Cattle

Carcass wt (kg) 386 371

Fat depth 12rib (mm) 15.7 8.8

Ossification score 161 205

Marbling score

AUSMeat 1.3 3.0

US marbling 362 592

pH ultimate 5.45 5.46

Korean - BBQKorean - BBQ

GrillsGrills

Tenderness

____________________________________

Not Tender Very Tender

Juiciness

___________________________________

Not Juicy Very Juicy

Liking of flavour

____________________________________

Dislike Extremely Like Extremely

Overall Liking ____________________________________

Dislike Extremely Like Extremely

Sensory Score SheetSensory Score Sheet

Sensory Score Sheet

Sensory ScoresSensory Scores

Australian Korean Consumers

Consumers

Grill

Tenderness 60 55

Juiciness 65 56

Flavour 64 57

Overall 64 56

Korean BBQ

Tenderness 65 63

Juiciness 67 62

Flavour 66 62

Overall 66 62

Australian Korean Consumers

Consumers

Grill

Tenderness 60 55

Juiciness 65 56

Flavour 64 57

Overall 64 56

Korean BBQ

Tenderness 65 63

Juiciness 67 62

Flavour 66 62

Overall 66 62

How did consumers rate the beef?How did consumers rate the beef?

Korean GRL samples

0

0.1

0.2

0.3

0.4

0.5

2 3 4 5

Australian consumers/Australian Beef

Korean consumers/Australian Beef

Korean consumers/Korean beef

Grade

How did consumers rate the beef?How did consumers rate the beef?

Korean BBQ samples

0

0.1

0.2

0.3

0.4

0.5

2 3 4 5

Australian consumers/Australian Beef

Korean consumers/Australian Beef

Korean consumers/Korean beef

Grade

How MSA Creates A Single How MSA Creates A Single Palatability ScorePalatability Score

How MSA Creates A Single How MSA Creates A Single Palatability ScorePalatability Score

Tenderness X 0.4 +

Juiciness X 0.1

+ MSA score

Flavour X 0.2 +

Overall Liking X 0.3

Tenderness X 0.4 +

Juiciness X 0.1

+ MSA score

Flavour X 0.2 +

Overall Liking X 0.3

Accuracy of predicting grade from sensory scoresAccuracy of predicting grade from sensory scores

Consumer Group

Korean Australian

Grill 61% 66%

BBQ 59% 63%

Consumer Group

Korean Australian

Grill 61% 66%

BBQ 59% 63%

MSA Grades Set by Test MSA Grades Set by Test ResultsResultsMSA Grades Set by Test MSA Grades Set by Test ResultsResults

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No Grade 3* 4* 5*No Grade 3* 4* 5*

Grade Cut-offsGrade Cut-offs

Australian Korean

2/3 3/4 4/5 2/3 3/4 4/5

Grill 43 64 81 48 66 78

Korean 45 66 81 53 69 81

BBQ

Australian Korean

2/3 3/4 4/5 2/3 3/4 4/5

Grill 43 64 81 48 66 78

Korean 45 66 81 53 69 81

BBQ

Grade Boundaries - GrillsGrade Boundaries - Grills

30 40 50 60 70 80

Korean Consumers

Australian Consumers

Grade Boundaries – Korean BBQGrade Boundaries – Korean BBQ

30 40 50 60 70 80

Korean Consumers

Australian Consumers

Treatment effects on palatabilityGrills (MQ4)

Treatment effects on palatabilityGrills (MQ4)Consumer Blade Striploin Topside

AT TS AT TS AT TS

Australian/ 59 62 70 74 53 56

Angus

Korean/ 56 56 61 68 47 54

Angus

Consumer Blade Striploin Topside

AT TS AT TS AT TS

Australian/ 59 62 70 74 53 56

Angus

Korean/ 56 56 61 68 47 54

Angus

Treatment effects on palatabilityKorean BBQ (MQ4)

Treatment effects on palatabilityKorean BBQ (MQ4)Consumer Blade Striploin Topside

AT TS AT TS AT TS

Australian/ 66 65 69 75 55 67

Angus

Korean/ 65 63 66 71 53 64

Angus

Consumer Blade Striploin Topside

AT TS AT TS AT TS

Australian/ 66 65 69 75 55 67

Angus

Korean/ 65 63 66 71 53 64

Angus

ConclusionsConclusions

Korean consumers are more discriminating at the lower quality grades

The effects of hang, cook and cut on palatability were similar for Australian and Korean consumers

Korean consumers are more discriminating at the lower quality grades

The effects of hang, cook and cut on palatability were similar for Australian and Korean consumers

ImplicationsImplications

To Australia

– The MSA model predicted palatability for Korean consumers

– Potential for the MSA model to underpin an international language for meat quality

To Australia

– The MSA model predicted palatability for Korean consumers

– Potential for the MSA model to underpin an international language for meat quality

Demographic effects on Korean consumersDemographic effects on Korean consumers

Factors tested– Region of Korea

– Age of consumer

– Gender

– Occupation

– How often do you eat meat

– No. of adults in the household

– No. of children in the household

– How do you perceive beef

– Level of doneness you prefer

– Income bracket

Factors tested– Region of Korea

– Age of consumer

– Gender

– Occupation

– How often do you eat meat

– No. of adults in the household

– No. of children in the household

– How do you perceive beef

– Level of doneness you prefer

– Income bracket

Demographic effects on Korean consumersDemographic effects on Korean consumers No demographic factors were

significant for either Grill or Korean BBQ

Examples: GRILL MQ4

– Age effects20-25 26-30 31-39 40-50

57 54 57 56

GenderMale Female

56 57

No demographic factors were significant for either Grill or Korean BBQ

Examples: GRILL MQ4

– Age effects20-25 26-30 31-39 40-50

57 54 57 56

GenderMale Female

56 57

ImplicationsImplications

To Korea

– The demographics of the Korean consumers did not impact on beef palatability

– A consumer testing protocol for beef palatability to be used in Korea

– The MSA model provides an opportunity to accurately predict palatability for Korean consumers

To Korea

– The demographics of the Korean consumers did not impact on beef palatability

– A consumer testing protocol for beef palatability to be used in Korea

– The MSA model provides an opportunity to accurately predict palatability for Korean consumers