For consumers, "meat quality" is already a decisive factor in their purchasing decision for beef (Roll-AMA AMA-Marketing, 2015), with beef currently accounting for almost 20% of our meat consumption (Statistics Austria 2018).

Austria has a self-sufficiency rate of over 140% for beef (Statistics Austria, AWI 2017). Nevertheless, beef is imported annually in the order of over 140,000 head (approx. 51,000 tons) (AWI 2018). Consumers and beef enthusiasts often believe that imported beef (e.g., from America) is superior to domestic beef in terms of quality. Since meat quality and marbling (among other factors) are related, well-marbled beef can appeal to this consumer group.

While the terms meat quality and marbling are widely discussed, there is often a lack of clarity regarding the influencing factors and, for example, the marbling characteristics of Austrian beef.
In countries like the USA, Australia, Canada, and Japan, internal meat quality (marbling, etc.) has been routinely assessed at the slaughterhouse for decades. Meat marbling is primarily a concern for the fresh meat market. Meat quality characteristics such as marbling are likely not of equal interest to all cattle fattening systems in Austria. For example, for the typical Austrian Fleckvieh bull fattening system based on corn silage and concentrated feed, with intramuscular fat content of 2-3% (in the ribeye), marbling assessment is likely of secondary importance (although this is by no means intended to disparage Austrian bull fattening). However, for certain professional groups (regional butchers, farmers with direct marketing, (high-end) restaurants, etc.), meat quality/marbling, especially in heifers and steers, can be a key issue for achieving higher returns.
By considering marbling/meat quality in beef carcasses as an additional criterion, "added value through more information" can be created for certain stakeholders (regional butchers and slaughterhouses, specific quality programs, as well as producers and consumers).