When fresh beef discolours, retailers either offer it at a discount to encourage sales or transform it into a processed product, in both cases incurring a loss in value. The bright red colour of meat is associated with the presence on the surface of oxygenated myoglobin (oxymyoglobin). The less desirable brown discoloration which develops in meat is due to oxidative changes transforming oxymyoglobin into metmyoglobin.

Various attempts have been made to reduce pigment oxidation in beef including supplementation of the diet with vitamin E. This is absorbed and incorporated into the cellular membranes where performs its antioxidant function, slowing pigment oxidation. The results of these experiments demonstrate how vitamin E supplementation improves colour stability and extends colour shelf life.

Packing meat in modified atmospheres, combining high concentrations of oxygen with carbon dioxide (i.e. 0.7 O2 + 0.3 CO2) has been shown to be very effective in extending colour life. Metmyoglobin formation is minimised by the high level of O2 and the high CO2 concentration inhibits bacterial growth.