“…Many consumers in Western countries may already have changed their meat consumption habits during the last decade, or may still intend doing so in the near future (Verbeke, Pérez-Cueto, de Barcellos, Krystallis & Grunert, 2010;Vanhonacker, Van Loo, Gellynck & Verbeke, 2013). Possible reasons are the consecutive meat safety crises since the mid-nineties (Verbeke, Pérez-Cueto, de Barcellos, Krystallis & Grunert, 2010) followed by the more recent debates about the health (McAfee et al, 2010;Pan et al, 2012) and sustainability (Aston, Smith & Powles, 2012;Austgulen, 2014) consequences of meat production and consumption. In addition, variability of meat quality in general and palatability in particular may have led to consumer dissatisfaction and a gradual shift away from traditional muscle-type meat Hocquette et al, 2014).…”