A 2010 study by Virginia Tech and the University of Arkansas found that grassfed beef was: 

• * More tender than conventional beef (after 7 to 14 days of aging). 
• * Had a more appealing color to both the meat and fat. 
• * Had 2-4 times more vitamin E. 
• * Had 60% more omega 3. 
• * Higher amounts of beta-carotene. 
• * Two to three times more CLA. 

With other products consumers have been willing to pay a premium for those perceived as natural, organic or environmentally friendly. Health concerns and nutritional knowledge have also shown to be beneficial in determining food choices. However, the Virginia/Arkansas study found that with grassfed beef, nutritional knowledge is not directly related to intentions, behavior or attitudes because consumers make tradeoffs between health benefits and eating pleasure when consuming foods.

What matters most in consumer choice is the flavor and the tenderness of the beef!