Perspectivas de la carne de calidad diferenciada de vacuno "Serrana de Teruel": 1. Estrategias y condicionantes

Abstract

Beef production is undergoing a difficult situation in Spain due to the rising prices of feeds and energy, among other factors. One of the strategies to face this situation is the differentiation of quality products. In this study we perform a prospective analysis of a novel beef quality product produced by the endangered breed “Serrana de Teruel”. A Delphi method was used to identify the main opinions of different stakeholders in terms of i) best strategies of marking, ii) important production factors, iii) quality attributes of a new meat and iv) perception of quality by consumers. The most important factors for each of these areas were: the establishment of a commercial brand, the utilization of pastures and conservation of landscape, the maturation of meat and the figure of the butcher, respectively.