A growing number of consumers are prioritizing the quality of meat over quantity, with a preference for meat from animals raised under improved welfare conditions. Australian farmer Jerzy Wierzbicki is advocating for a quality system, in place in Australia for 25 years, where farmers are paid more for meat that meets higher quality standards. He underscores the importance of culinary quality management to maintain meat quality and extend shelf life, and believes this system could benefit the Polish meat industry and farmers. The article highlights the potential of a tool to identify carcasses with higher quality meat and the negative effects of rapid cooling on quality.