Consumer perception of meat quality is markedly influenced by the sensory properties (e.g. colour, flavour, tenderness) of the product. As consumer demand for meat of consistent eating quality continues to rise globally, there is a critical need to advance our knowledge of factors impacting meat sensory properties across the farm to fork chain. Sensory analysis will form a major component of Meat Technology Ireland, and a sophisticated toolbox comprising of descriptive, affective and discrimination techniques will be applied to determine the key sensory properties driving consumer acceptability. The sensory data obtained will be integrated across the MTI research programme, elucidating novel information for establishing a more consistent meat product for the consumer in terms of quality, tenderness, safety and shelf-life.