1. Characterisation of Beef Palatability for Korean and Australian Consumers John 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

2. Background  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

3. Background  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?

4. Project 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

5. Aims 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

6. Experimental Design Korea Australia 18 cattle 720 Korean Consumers 360 Australian Consumers Samples Hang (TS/AT) 3 muscles (Strip, Outside, Blade 2 cook (Grill/Korean BBQ)

7. Samples Hanwoo carcasses TS AT Blade Topside Striploin Grill Korean BBQ Blade Topside Striploin Grill Korean BBQ Australian carcasses TS AT Blade Topside Striploin Grill Korean BBQ Blade Topside Striploin Grill Korean BBQ Korean Consumers Australian Consumers Australian carcasses TS AT Blade Topside Striploin Grill Korean BBQ Blade Topside Striploin Grill Korean BBQ 216 samples

8. Carcasses

9. The carcasses Trait Australian Korean Cattle Cattle Carcass wt (kg)386 371 Fat depth 12rib (mm)15.7 8.8 Ossification score161 205 Marbling score AUSMeat1.3 3.0 US marbling 362 592 pH ultimate5.45 5.46 Trait Australian Korean Cattle Cattle Carcass wt (kg)386 371 Fat depth 12rib (mm)15.7 8.8 Ossification score161 205 Marbling score AUSMeat1.3 3.0 US marbling 362 592 pH ultimate5.45 5.46

10. Korean - BBQ

11. Grills

12. Sensory Score Sheet

14. Sensory Scores Australian Korean Consumers Consumers Grill Tenderness6055 Juiciness6556 Flavour6457 Overall 6456 Korean BBQ Tenderness6563 Juiciness6762 Flavour6662 Overall 6662 Australian Korean Consumers Consumers Grill Tenderness6055 Juiciness6556 Flavour6457 Overall 6456 Korean BBQ Tenderness6563 Juiciness6762 Flavour6662 Overall 6662

15. How did consumers rate the beef? Grade

16. How did consumers rate the beef? Grade

17. How MSA Creates A Single Palatability Score TendernessX0.4 + JuicinessX0.1 + MSA score FlavourX0.2 + Overall LikingX0.3 TendernessX0.4 + JuicinessX0.1 + MSA score FlavourX0.2 + Overall LikingX0.3

18. Accuracy of predicting grade from sensory scores Consumer Group KoreanAustralian Grill 61%66% BBQ 59%63% Consumer Group KoreanAustralian Grill 61%66% BBQ 59%63%

19. MSA Grades Set by Test Results No Grade 3* 4* 5* No Grade 3* 4* 5*

20. Grade Cut-offs Australian Korean 2/3 3/4 4/5 2/33/4 4/5 Grill436481 48 66 78 Korean 456681 53 69 81 BBQ

21. Grade Boundaries - Grills 304050607080 Korean Consumers Australian Consumers

22. Grade Boundaries – Korean BBQ 304050607080 Korean Consumers Australian Consumers

23. Treatment effects on palatability Grills (MQ4) Consumer BladeStriploinTopside AT TS AT TS AT TS Australian/ 59 62 7074 53 56 Angus Korean/56 56 6168 47 54 Angus Consumer BladeStriploinTopside AT TS AT TS AT TS Australian/ 59 62 7074 53 56 Angus Korean/56 56 6168 47 54 Angus

24. Treatment effects on palatability Korean BBQ (MQ4) ConsumerBlade StriploinTopside AT TS AT TS AT TS Australian/ 66 65 6975 55 67 Angus Korean/ 65 63 6671 53 64 Angus ConsumerBlade StriploinTopside AT TS AT TS AT TS Australian/ 66 65 6975 55 67 Angus Korean/ 65 63 6671 53 64 Angus

25. Conclusions  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

26. Implications  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

27. Demographic 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

28. Demographic effects on Korean consumers  No demographic factors were significant for either Grill or Korean BBQ  Examples: GRILL MQ4 –Age effects 20-25 26-30 31-39 40-50 57 54 57 56 Gender MaleFemale 5657  No demographic factors were significant for either Grill or Korean BBQ  Examples: GRILL MQ4 –Age effects 20-25 26-30 31-39 40-50 57 54 57 56 Gender MaleFemale 5657

29. Implications  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