Sensory, Consumer Preference, and Willingness to Pay Analyses Comparing Predominantly Angus and Santa Gertrudis‐Influenced Beef

ABSTRACT This study conducts a sensory analysis and assesses consumer preferences and willingness‐to‐pay (WTP) for beef steaks from predominantly Angus cattle relative to Santa Gertrudis (SG)‐influenced cattle. Understanding how consumers perceive beef from SG‐influenced cattle is important because these crossbred animals offer heat tolerance and hardiness traits that could benefit producers facing environmental stressors, yet concerns remain about their potential impact on meat quality. Using sensory analysis sessions conducted in 2023 and 2024, participants assessed beef samples for appearance, aroma, flavor, tenderness, juiciness, and overall acceptance. Additionally, participants indicated their preferred sample and stated a WTP premium for their selection. We found comparatively lower ( p ‐value = 0.009) consumer ratings of appearance and higher ( p ‐value = 0.019) consumer ratings for tenderness of SG‐influenced beef steaks relative to Angus. Ratings for other common sensory attributes, including aroma, flavor, juiciness, and overall acceptance, are similar ( p ‐values > 0.05) between the steaks of the two cattle breeds. Analysis of WTP suggests no difference ( p ‐values > 0.05) across treatments. Tenderness, flavor, and juiciness are identified as the most influential meat attributes affecting preference selection. These findings suggest that incorporating SG genetics into beef production does not negatively impact consumer experience or value. The results can aid stakeholders in making informed decisions regarding crossbred SG genetics and marketing.