A feature of EU beef production following the introduction of milk quotas in 1984 has been the decrease in calf supplies from the dairy herd and increased supplies from the suckler herd. As a result, suckler cows have increased from 20% of the cow herd in 1984 to 32% in 1993. Corresponding increases for Ireland were 21 to 42% and for the UK 29% to 39%.

A major concern has been the decline in beef consumption in recent years (Food and Drink Information Service 1994). Although total meat consumption per capita in the EU 12 increased from 80.2 kg in 1987 to 82.6 kg in 1993 beef consumption declined from 17.0 to 15.1 kg over the same period. While price may have been a contributing factor to the decline, other factors are also involved. These factors can collectively be described as meat quality. Quality factors which are measurable include leaness, tenderness, flavour and colour.