Paola Carreño is a specialist in agribusiness and particularly in the livestock and meat sector. She advises various institutions, including the Braford Argentina Association, which is developing its meat quality program with the aim of adapting genetics to the demand of the local and especially international consumer. Carreño was at the recent Anuga fair, held in Colonia, Germany. There she told Bichos de Campo that even the European consumer is asking for meat with increasing levels of marbling. This is the term for the intramuscular fat that a beef cut may present. In Europe, consumption is falling, but local meat production has fallen much more. Therefore, the prices of exported meat are at high levels and all indications are that this will continue to be the trend in the coming years, unless a black swan event occurs. From the Argentine Braford Association, then, the decision is to work to strengthen these quality attributes through a program that combines measurement, ...