Tenderness is one of the most important palatability traits for beef. As beef prices rise, the importance of palatability also increases. Consumer demand is a reflection of perceived value (including eating quality) compared with price. Although demand is increasing, consumers indicate that beef does not always perform on tenderness. Thus, postmortem changes that influence tenderness are critical to understand and control. The improvement in tenderness that occurs during cooler aging is well known and cannot be overlooked. Identifying carcasses with desirable tenderness characteristics offers the opportunity to assure consumers of beef quality. Many studies have shown the consumers are willing to pay a premium for beef that performs in tenderness. The USDA recently approved a marketing claim for beef tenderness, reflecting increased consumer interest. The ability to identify beef that meets consumer expectations is of increasing interest to the industry and may hold the key to sustained customer satisfaction. Branded beef is an attempt to provide that assurance. Similarly, optimal use of individual muscles increases the likelihood of a desirable eating experience. Projects such as muscle profiling have helped to identify potential value upgrade opportunities. Intermediately priced cuts provide the chance for consumers to continue to eat beef in the face of rising costs. Success is most likely when the marketplace puts a premium on tenderness and systems are in place to reward its presence. Clear links between consumer demands and producer compensation help to encourage production of high-quality, tender beef.