New Zealand is the world’s largest exporter of sheep meat with the United Kingdom being the single largest market (Meat & Wool New Zealand, 2009). Hence, the acceptance of sheep meat in international markets is an important economic issue (Prescott et al.2001). For retail purchasers of meat in the United Kingdom the visual appearance, the eating experience, and their interaction will influence how much the consumer is willing to pay for the product (Savellet al., 1989). To ensure repeat purchases of high quality New Zealand lamb by United Kingdom consumers, it is important that the consumer enjoys the overall eating experience of the product.

NJ, McLean, Johnson PL, and A Charteris

Proceedings of the New Zealand Society of Animal Production, Volume 70, Palmerston North, 127-129, 2010
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