Evaluating consumer acceptability and willingness to pay for various beef chuck muscles.

In-home consumer steak evaluations, followed by centralized laboratory-setting auctions, were used to determine consumer (n = 74 consumers) acceptability and willingness to pay for various beef chuck muscles. The infraspinatus (IF), serratus ventralis (SV), supraspinatus (SS), and triceps brachii (TB) from the beef chuck were evaluated against LM steaks from the rib to determine price and trait differentials. Muscles from USDA Choice, boneless, boxed-beef sub-primals were aged 14 d, frozen, and cut into 2.5-cm-thick steaks. Consumers received two steaks from each muscle for in-home evaluations of uncooked steak appearance and cooked steak palatability. After in-home evaluation of steaks, consumers participated in a random nth price auction session to determine willingness to pay for those steaks. Muscles differed (P < 0.05) for overall like of appearance, like of size, like of shape, and like of leanness; LM generally rated the highest. Steaks from the LM rated highest (P < 0.05) for overall like, and steaks from the SS and SV were lowest (P < 0.05) for overall like. Juiciness and beef flavor intensity scores were highest (P < 0.05) for steaks from the LM and IF, whereas SS steaks received the lowest (P < 0.05) juiciness scores, and SS and SV steaks were rated lowest (P < 0.05) for beef flavor intensity. Average auction price differentials differed (P < 0.05) from the LM, and were -0.71 dollars, -0.79 dollars, -1.75 dollars, and -2.44 dollars/0.45 kg for the TB, IF, SS, and SV, respectively. Average appearance trait differentials and average palatability trait differentials were correlated significantly with average price differentials. Results indicate the IF and TB were acceptable to consumers as steaks but only at prices lower than the LM.