With nutritional value and versatility, beef has become a staple in the diets of many people. In fact, about 70% of Americans eat beef at least once a week. In recent years, however, there has been an increasing interest in exactly what consumers are buying when they grocery shop for a steak or order that burger at the local diner. Label claims are a key factor in the purchasing decisions of many consumers and serve as a way for retail and foodservice operators to differentiate their products. ASTM F2925-11(2018): Standard Specification for Tenderness Marketing Claims Associated with Meat Cuts Derived from Beef specifies requirements for incorporating a tenderness marketing claim to finished labeling, advertisements, or promotions of beef cuts.
What Is ASTM F2925-11(2018)?
ASTM F2925-11(2018) covers requirements for incorporating a tenderness marketing claim to finished labeling, advertisements, or promotions, or a combination thereof, associated with beef cuts to distinguish product value in the marketplace. In this standard, tenderness refers to the degree of yielding texture possessed by a specimen (for example, steak); ease of which a specimen (for example, steak) is torn, cut, or sheared; marketing claim is the proclamation that identifies a particular product feature or benefit to distinguish a product from others in the marketplace.
The marketing claim requirements in ASTM F2925-11(2018) can be used by all parties interested in highlighting production and marketing practices of tender beef muscles/cuts in finished labeling, advertisements, or promotions to distinguish their products in the marketplace.
ASTM F2925-11(2018) notes that beef cuts being considered for this tenderness marketing claim will be certified through third party auditing activities.
What Information Can Be Included in a Beef Marketing Claim?
Beef marketing claims can include information about the quality, nutrition, and raising of the cattle. These claims can impact consumer purchasing decisions and sales. Examples of various types of marketing claims include the following:
Quality claims
- USDA grade: Beef can be graded as Prime, Premium, Select, Choice, or other grades which are based on tenderness, juiciness, and flavor
- Breed: Different breeds, like Angus, Hereford, and Wagyu, have different eating experiences
- Aging: The amount of time beef has been refrigerated before freezing or cooking
Production method claims
- Grass-fed: Cattle are raised on grass instead of grain
- Organic: Beef is produced organically
- Raised without antibiotics: Cattle are raised without antibiotics
Sustainability claims
- Climate neutral: Beef is produced in a way that reduces greenhouse gas emissions
- Low-carbon: Beef is produced in a way that reduces carbon footprint
Sourcing claims
- Raised in the U.S.: Beef is raised in the United States
- Locally raised: Beef is raised locally
- Traceable: The origin of the beef can be traced
- Breed Specific: Refers to the animal’s breed the product came from, such as Angus, Hereford, and Wagyu
These label claims provide information to consumers and can influence their buying decisions. A study found that the presence of nutrition claims (stressing the presence of a healthy ingredient) increased a consumer’s likelihood to purchase when compared to absence claims (stressing the absence of an unhealthy ingredient) or no claims in healthy products in grocery store situations. This shows that beneficial nutritional information positively impacts a consumer’s purchase decision when grocery shopping. Complying to standards like ASTM F2925-11(2018) can be important when building trust with consumers.
ASTM F2925-11(2018): Standard Specification for Tenderness Marketing Claims Associated with Meat Cuts Derived from Beef is available on the ANSI Webstore.