Understanding the Importance of Meat Standards Australia in Beef Grading

A recent article on Beef Central has raised significant questions regarding the relevance of Meat Standards Australia (MSA) grading. Below, Michael Crowley, Managing Director of Meat & Livestock Australia and former MSA Program Manager, shares his insights.

The Relevance of MSA Grading

Recent discussions have questioned the effectiveness of the Meat Standards Australia grading system, particularly among long-fed, high-marbled, and grain-fed beef supply chains.

MLA Managing Director, Michael Crowley

For Australia’s beef brand owners and producers, these issues are pivotal. Their reputation, market returns, and customer loyalty hinge on providing consistent eating quality.

Meat Standards Australia not only remains relevant but is evolving to meet the industry’s needs. The evidence indicates that MSA is driving record value and ensuring eating quality for consumers.

Key Achievements of MSA

Delivering Tangible Value

MSA is generating significant value for producers, boosting brand development, and providing consumers with quality assurance.

• Record Returns: In 2024–25, MSA contributed an estimated $409 million in additional farm gate returns.
• Growing Adoption: Over 4.13 million head were MSA-graded in 2024–25, representing 47% of national adult cattle slaughter, with more than 170 beef brands relying on MSA.
• Brand Support: MSA provides the evidence-based credentials that underpin each brand’s promise, whether it involves everyday beef or premium cuts.

As MLA implements its 2030 Strategic Plan, the MSA program is crucial for advancing Value-Based Marketing and maintaining Australia’s competitive edge in global markets.

Fit for Purpose and Evolving

MSA was created to enhance the eating quality and consistency of Australian red meat. Continuous growth in the average MSA index and the value of red meat sales attest to its influence.

MSA is evolving through investments in traits and tools that describe eating quality and carcase value, including genetic and objective measures, ensuring the Australian beef and sheepmeat sectors remain at the forefront of global quality standards.

Why MSA Matters for Long-Fed and High-Marbling Cattle

While feeding duration and marbling are critical, they don’t guarantee consistent eating quality. MSA’s database, built on over 1.3 million consumer taste tests, demonstrates that marbling only accounts for 10–20% of variations in eating quality.

Consumer eating quality across all cuts by MSA marbling score from MSA consumer research.

Factors such as pH and ossification also significantly affect eating quality. Although the grading of long-fed, high-marbling cattle is increasing annually, there has been little improvement in the overall national marbling performance among average and lower marbling animals.

Marbling Matters, but It’s Not the Whole Story

While marbling is vital, MSA’s research reveals that consumers can identify differences in eating quality even among similar marble scores. MSA evaluates 14 traits per carcass, emphasizing its comprehensive approach to predicting quality.

• Multi-Trait Model: While marbling is more influential in cuts like cube roll and striploin, it has less impact on others such as rump or topside. MSA’s multi-trait model remains the most accurate for predicting overall eating quality.
• Global Comparison: Grading systems heavily reliant on marbling, like USDA Prime/Choice, fail to assess other quality-affecting factors such as HGP use and tropical breed content.

MSA’s evidence-based approach guarantees that every MSA-backed brand reflects an authentic eating experience.

Innovation: The Future of MSA

MSA is set to evolve further with an emphasis on researching and commercializing new traits that explain variations in eating quality and carcase value.

• Objective and Biological Traits: Innovations supported by AI, incorporating both traditional indicators and emerging technologies, enhanced prediction accuracy for both live animals and carcass value.
• Genetic Traits: Investment is aimed at developing breeding values aimed at enhancing consumer sensory experiences.
• EQG Cipher: This cipher allows brands to market products based on predicted eating quality rather than dentition, with nearly half of MSA-licensed processors utilizing it for consumer communication.
• Marketing Capability: Through the Meat Development Partnership, MLA aids brand owners in enhancing brand equity by leveraging MSA credentials.

Get Involved

For those interested in how MSA can bolster your brand’s promise and profitability, please visit www.mla.com.au/about-mla/contact-us for further resources, workshops, and support.

Michael Crowley serves as the Managing Director of Meat & Livestock Australia.