“In today’s consumer-driven environment, just one bad beef-eating experience has the potential for long-term impact for all segments of the food chain,” says Dr. Ken Prusa of Iowa State University.

I will be hearing about that from Dr. Prusa and colleagues Dr. Floyd McKeith, University of Illinois, and Dr. Keith Belk, Colorado State University, at a sensory briefing and wet lab for the media in Ames, Iowa, on Wednesday.

The purpose of the event, sponsored by Elanco Animal Health, is to help us media folks learn about the importance of sensory research methods used to evaluate the potential impacts of FDA-approved products on beef, the questions it answers and the role it plays throughout the food chain. We are going to be participating in a real-life sensory panel training and evaluation as part of the experience.

Stay tuned for photos, audio interviews and even some video from this sensory experience! Read more on the Beef Quality Center website.