The other kind of information customers want is reliable scientific fact. Funding of food scientists must be at arms length. If it is not, the price will be that food scientists will no longer be believed. And that can happen, I stress, irrespective of whether what they say is right or not. Taste is the third area where the meat industry has failed to keep up with its customers.
People eat in the first place to survive.
But soon that changes. With increasingly affluence they eat to enjoy. Taste is now a key satisfaction measure in all food, and I am not sure the meat industry has paid enough attention to this. Producers who are customer-driven must seek to influence the factors that affect taste, all along the way from the field to the table. The end-product is not meat, it is taste.