*Australian Beef Industry has evolved in: • Processing → A more integrated supply chain. • Quality evaluation system → Introduction of MSA grades. *Research Problem: • Eating Quality is guaranteed, but Product Information is low. • Small companies have survived by focusing on niches (Selling differentiated and branded products). • Large Australian beef-producing companies are not selling differentiated and branded products to Supermarkets. *The challenge for the industry → To develop a wider range of brands on a larger scale. Consumers could recognise different attributes, uses and origins. Is this possible?