Color of Fresh Beef in Retail Meat Display Cases

Various studies have found that consumers consider color to be the most important factor when judging the freshness and acceptability of beef; they prefer beef cuts that are bright red, even though beef steaks of various colors ranging from pale pink to very dark red are indistinguishable with regards to taste, tenderness, and juiciness.

If the beef is not sold when it is blooming and at its optimal bright cherry red color, it becomes a loss to the retail store because consumers are reluctant to purchase it, forcing the store to sell it at discounted prices, re-wrap it to sell in a different format, or discard it, even though this beef is still safe to eat.