Prospects of the beef quality denomination ‘Serrana de Teruel’. 2. Differences among stakeholders

The concept of quality is often understood differently by the different actors along the meat chain and by the consumers, leading to failure to transfer information effectively between them. In this paper we pay attention to significant differences between different stakeholders’ (producers, processors and distributors, consumers and government) opinions on i) best strategies of marketing, ii) important production factors, iii) quality attributes of a new meat and iv) perception of quality by consumers