Consumer perceptions, preferences, and behavior regarding pasture-raised livestock products: A review

Effect of pasture and intensive feeding systems on the carcass and meat quality of buffalo

Objective

This work was carried out to evaluate the effect of pasture (PA) feeding on buffalo meat quality compared with buffaloes reared intensively with the use of corn silage as a forage base or alternatively with polyphite meadow hay (PH).

Methods

Thirty Mediterranean bull buffaloes were distributed into three experimental diet groups: maize silage (MS), PH, and PA. The animals were slaughtered at a live weight of 250 kg, and carcass and meat quality were evaluated. After 7 days of ageing, physical and chemical parameters of longissimus thoracis muscle were determined. To evaluate lipid oxidation the thiobarbituric acid reactive substances was tested at 7 and 14 days, and also the fatty acid profile was recorded by gas chromatography.

Results

The PA group, even if it showed carcass parameters lower than those of the silage maize group, reported a good meat percentage (60.59% vs 58.46%, respectively) and lower fat percentage (p<0.001). PA-fed animals showed meat redness, and even if only on raw meat, shear force was higher than the others. Low values of conjugate linoleic acid, polyunsaturated fatty acids, and n-3 were reported in the silage maize group. Principal component analysis (PCA) clearly showed the influence of different diets on meat quality, and PCA1 and PCA2 explained 82% of the variability.

Conclusion

Buffaloes reared on PA had meat with high nutritional value even if they showed poor carcass performance compared to the animals fed on MS. Buffaloes fed on polyphite hay were in an intermediate position, similar to grazing animals, according to the same nutritional determinations.

Gene Editing for Improved Animal Welfare and Production Traits in Cattle: Will This Technology Be Embraced or Rejected by the Public?

Integrating technology into agricultural systems has gained considerable traction, particularly over the last half century. Agricultural systems that incorporate the public’s concerns regarding farm animal welfare are more likely to be socially accepted in the long term, a key but often forgotten component of sustainability. Gene editing is a tool that has received considerable attention in the last five years, given its potential capacity to improve farm animal health, welfare, and production efficiency. This study aimed to explore the attitudes of Brazilian citizens regarding the applications of gene editing in cattle that generate offspring without horns; are more resistant to heat; and have increased muscle tissue. Using a mixed-methods approach, we surveyed participants via face-to-face, using in-depth interviews (Study 1) and an online questionnaire containing closed-ended questions (Study 2). Overall, the acceptability of gene editing was low and in cases where support was given it was highly dependent on the type and purpose of the application proposed. Using gene editing to improve muscle tissue growth was viewed as less acceptable compared to using gene editing to reduce heat stress or to produce hornless cattle. Support declined when the application was perceived to harm animal welfare, to be profit motivated or to reinforce the status quo of intensive livestock systems. The acceptability of gene editing was reduced when perceptions of risks and benefits were viewed as unevenly or unfairly distributed among consumers, corporations, different types of farmers, and the animals. Interviewees did not consider gene editing a “natural” process, citing dissenting reasons such as the high degree of human interference and the acceleration of natural processes. Our findings raised several issues that may need to be addressed for gene editing to comply with the social pillar of sustainable agriculture.

Interior Design with Consumers’ Perception about Art, Brand Image, and Sustainability

In this study, the main research purpose was to determine whether artistic components of interior design in a store lead consumers to have different perceptions of the store. There were three main research questions. The first was whether consumers perceived the artistic components in a store visually. Second, based on the first research question, this study explored whether the artistic displays at the show window, around the furniture, and around the stairs were associated with consumers’ perceptions of the store as environmental-friendly. The third research question explored how the consumers’ perceptions of artistic and environment-friendly components were associated with the conventional marketing performance of the store. The 2 Stages Probit Least Squares (2SPLS) method was utilized to answer the first and second research questions and the 2 Stage Least Squares (2SLS) method was utilized for the third research question. Findings indicated that consumers had significant emotional responses from seeing artistic components in a store. In addition, these perceived art elements were associated with marketing performances, including pro-environmental perception, store differentiation, brand image, and consumer satisfaction. The practical implications were included in the discussion.

Invited review: A 2020 perspective on pasture-based dairy systems and products

Grazing pasture is the basis for dairy production systems in regions with temperate climates, such as in Ireland, New Zealand, parts of Australia, the United States, and Europe. Milk and dairy products from cows on pasture-based farms predominantly consuming fresh grazed grass (typically classified as "grass-fed" milk) have been previously shown to possess a different nutrient profile, with potential nutritional benefits, compared with conventional milk derived from total mixed ration. Moreover, pasture-based production systems are considered more environmentally and animal welfare friendly by consumers. As such, there is significant potential for market capitalization on grass-fed dairy products. As competition in this space increases, the regulations of what constitutes as grass-fed vary between different regions of the world. With this in mind, there is a need for clear and independently accredited grass-fed standards, defining the grass-fed criteria for labeling of products as such, subsequently increasing the clarity and confidence for the consumer. This review outlines the numerous effects of pasture production systems on dairy product composition, nutritional profile, and sustainability, and highlights potential future methods for authentication.

Introducing Mediterranean Lupins in Lambs' Diets: Effects on Growth and Digestibility

Simple Summary

Finding alternative protein sources has been one of the most important issues in the animal nutrition field in the last decades. Due to its chemical composition and previously reported positive results on lambs’ performance and digestibility, lupins were the main focus of this study. Data were collected from two distinct trials with seven different diets tested in total. The chemical composition of the raw materials was analyzed, as well as total dry matter, hay dry matter, and crude protein intake. Lambs’ growth was accompanied throughout the trials and their performance was measured. Dry matter, organic matter, and NDF digestibility of each diet was also determined. Low incorporations of lupins had no impact on performance and digestibility of any of the studied fractions. The highest tested incorporation had a negative impact on the overall values of feed intake and the NDF digestibility. The results of this study suggest that low inclusions might have no impact on lambs’ growth, intake, and digestibility.

Abstract

Lupins are suitable candidates to replace soybean meal in livestock feeding in the Mediterranean area, presenting a solution for the European Union’s dependence on soybean importations. This study aimed to assess the effect of incorporating Lupinus albus and Lupinus luteus into Churra da Terra Quente lambs’ diets on growth performance and digestibility. Two trials were conducted over two years. In trial 1, two experimental diets containing 50 g/kg Lupinus albus and 50 g/kg Lupinus luteus were tested. In trial 2, lambs were fed with diets containing higher incorporations of Lupinus luteus (100, 150, and 200 g/kg: LL10, LL15, and LL20, respectively). Total dry matter, hay dry matter, and crude protein intake were calculated, as well as average daily gains. At the end of the growth trials, dry matter, organic matter, and NDF digestibility was determined. Incorporating 50 g/kg of lupins did not affect (p > 0.05) the performance. Lambs fed on LL20 diets presented the lowest HDMI and CPI values (p < 0.05). The highest intakes (p < 0.05) were observed from LL15 lambs. No differences were found in apparent digestibility coefficients between diets (p > 0.05), except for NDF digestibility which was highest (p < 0.05) for LL20. The optimum level of lupin inclusion in lambs’ diets seems to be 150 g/kg.

Does the 'Mountain Pasture Product' Claim Affect Local Cheese Acceptability?

This paper aims to explore the impact of "mountain pasture product" information on the acceptability of local protected designation of origin (PDO) cheese produced from the raw milk of cows grazing in mountain pastures (P) or reared in valley floor stalls (S). A total of 156 consumers (55% males, mean age 41 years) were asked to evaluate their overall liking on a 9-point hedonic scale of four samples: Cheeses P and S were presented twice with different information about the origin of the milk (cows grazing on mountain pasture or reared in a valley floor stall). Demographics, consumer habits, and opinions on mountain pasture practice (MPP), attitudes towards sustainability, and food-related behaviours (i.e., diet, food waste production, organic food, and zero food miles products purchase) were recorded and used to segment consumers. The cheeses were all considered more than acceptable, even though they were found to be significantly different in colour and texture by instrumental analyses. In the whole consumer panel, the cheese P was preferred, while in consumer segments less attentive to product characteristics, this effect was not significant. External information had a strong effect: Overall liking was significantly higher in cheeses presented as "mountain pasture product", both in the whole panel and in consumer segments with different attitudes (except for those with a low opinion of MPP).

Rewilding Lite: Using Traditional Domestic Livestock to Achieve Rewilding Outcomes

The vision of rewilding is to return ecosystems to a “natural” or “self-willed” state with trophic complexity, dispersal (and connectivity) and stochastic disturbance in place. The concept is gaining traction, particularly in Europe where significant land abandonment has taken place in recent years. However, in reality, the purest form of rewilding (Rewilding Max) is constrained by a number of context-specific factors whereby it may not be possible to restore the native species that form part of the trophic structure of the ecosystem if they are extinct (for example, mammoths, Mammuthus spp., aurochs, Bos taurus primigenius). In addition, populations/communities of native herbivores/predators may not be able to survive or be acceptable to the public in small scale rewilding projects close to areas of high human density or agricultural land. Therefore, the restoration of natural trophic complexity and disturbance regimes within rewilding projects requires careful consideration if the broader conservation needs of society are to be met. Here we highlight the importance of herbivory as a key factor in rewilding. We argue that the use of the suite of livestock species, and in particular traditional breeds, offers the opportunity, under both land sharing/sparing strategies, to reinstate a more “natural” form of herbivory but still retain the option for management interventions (Rewilding Lite). It will even be possible to gain economic returns (ecotourism, sale of livestock products) from these systems, which will make them more acceptable to state and private landowners. We develop our case based on the advantages of using landraces versus de-domestication strategies, and on the implementation of eco-shepherding herbivory as a restoration tool in fine mosaics of agriculture/natural patches. If this approach is adopted, then larger areas can be given over to conservation, because of the potential broader benefits to society from these spaces and the engagement of farmers in practices that are closer to their traditions.

Effect of Different Finishing Strategies and Steer Temperament on Animal Welfare and Instrumental Meat Tenderness

Simple Summary

Animal welfare is one of the most important quality attributes for meat consumers and a potential tool for differentiation in farms where husbandry is based on extensive rearing systems and high animal welfare standards. However, there is not enough contextualized scientific information in relation to these systems and some others that are emerging, with a higher level of intensification. In this experiment, we compared animal welfare between different fattening systems, through the combination of several indicators regarding physiology, behavior, health, productivity, and meat tenderness. Animal temperament, as well as its impact on welfare and meat quality, was also considered. From our results, we concluded that finishing strategies based on pastures that ensure an adequate level of nutrition and health would be more appropriate for fattening animals, from both the animal welfare and the meat quality perspectives. Intensification up to certain levels (pasture plus supplement), without deprivation of certain behaviors and with constant monitoring of health, should provide productive benefits without compromising animal welfare. In confined systems with 9 m² per animal, the challenge is greater in relation to animal welfare because of restrictions of important behaviors and greater risks of dietary diseases. It is considered that, if some conditions of the confined system are improved, such as the space available per animal and the strict prevention and constant monitoring of diet disorders, it could be a valid alternative for fattening cattle. Temperament could be improved through good handling, with positive impacts on welfare, productivity, and meat tenderness.

Abstract

The aim of this experiment was to evaluate the effect of different fattening systems from pasture to concentrate and temperament on animal welfare (AW) and meat quality (MQ). Eighty-four Hereford steers were randomly assigned to the following groups: T1, pasture (4% of animal live weight: LW); T2, pasture (3% LW) plus concentrate (0.6% LW); T3, pasture (3% LW) plus concentrate (1.2% LW); T4, an ad libitum concentrate treatment. Temperament was assessed by three individual tests: crush score, flight time, and exit speed, building a multicriterial temperament index (TIndex). The flight zone was also registered for each treatment. AW was assessed through the integration of indicators of productivity, physiology, and behavior, as well as by monitoring the health status within each treatment. Shear force was registered for MQ. Differences in average daily gain were due to the different energetic composition of the diets (T4 > T3 > T2 > T1) and were not attributable to animal welfare problems. Animals from T4 had the higher average daily gain (ADG) but welfare was negatively affected, being evident through physiological indicators, the restriction or deprivation of relevant behaviors, diet-related diseases, and mortality. T1, T2, and T3 did not appear to compromise animal welfare. However, strict preventive measures and monitoring should be taken during the habituation process and when using any new diet that includes concentrate, because of possible dietary diseases. Shear force values were lower in T1. None of the animals in our experiment were excitable or aggressive, but there was a positive response to handling in all treatments. In addition, regardless of diet, calmer animals had higher average daily gain and lower shear force values; thus, temperament appears to have a significant influence on productivity and meat quality.

Animal Welfare Implications of Digital Tools for Monitoring and Management of Cattle and Sheep on Pasture

The opportunities for natural animal behaviours in pastures imply animal welfare benefits. Nevertheless, monitoring the animals can be challenging. The use of sensors, cameras, positioning equipment and unmanned aerial vehicles in large pastures has the potential to improve animal welfare surveillance. Directly or indirectly, sensors measure environmental factors together with the behaviour and physiological state of the animal, and deviations can trigger alarms for, e.g., disease, heat stress and imminent calving. Electronic positioning includes Radio Frequency Identification (RFID) for the recording of animals at fixed points. Positioning units (GPS) mounted on collars can determine animal movements over large areas, determine their habitat and, somewhat, health and welfare. In combination with other sensors, such units can give information that helps to evaluate the welfare of free-ranging animals. Drones equipped with cameras can also locate and count the animals, as well as herd them. Digitally defined virtual fences can keep animals within a predefined area without the use of physical barriers, relying on acoustic signals and weak electric shocks. Due to individual variations in learning ability, some individuals may be exposed to numerous electric shocks, which might compromise their welfare. More research and development are required, especially regarding the use of drones and virtual fences.

Tourist willingness to pay for local green hotel certification

This study aims to understand tourists’ willingness to pay a price premium for a local green hotel certification, and is one of only a few in the literature for small-island tourism destinations in emerging economies with their unique and pressing sustainability challenges. In a survey of 535 tourists visiting Gili Trawangan, Indonesia, facing numerous waste management and coral reef conservation issues, the willingness to pay extra for sustainable hotel services was elicited. There were five discrete pricing levels across the surveys that ranged from $0.75 USD to $7.50 USD extra per night. We examined the relationship of the respondents’ payment choice to their socio-demographic attributes and attitudes regarding environmental issues such as climate change. The main findings and practical implications of the study are: (1) to demonstrate the broad willingness to pay for sustainable hotel services. Findings indicate at all price levels (between $0.75 USD and $7.50 USD), more than 50% of tourists are willing to pay. (2) To estimate a lower bound mean willingness to pay per night for a local green hotel certificate of $1.55USD and 1.34€ EUR, and (3) To identify individual attributes that influence willingness to pay. Findings indicate environmental knowledge and preferences play a role. These results can be used generally to incorporate evidence-based practices into the development of a green hotel marketing strategy, and to help define the target market for small-scale green hotel certification. Additionally, we propose a finance strategy for funding local and sustainable initiatives that support the hotel industry and the island’s infrastructure through the premiums collected from the ’Gili Green Award’ certificate.

Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers

Central and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay milk in Italy. In particular, we want to understand which variables drive the people's willingness to consume hay milk, and if the European food quality certification schemes impact on people's willingness to consume milk from hay-fed cows. Data were collected from a sample of consumers from Central and South Italy (n = 331) using a web-based survey. Later, a discrete choice probit model was applied. The main results indicate that aspects as curiosity, the production place of food, the local culinary traditions, label, and environmental issues play an important role in the people's consumption intentions for milk from hay-fed cows. Moreover, the survey highlights that the respondents had positive opinion towards hay milk and highlighted some important marketing implications for the Italian milk sector. The study findings could encourage discussion about a niche market to boost local growth, initiating a process of improving livelihoods, certification of products, and use of the marketing tools addressed towards a specific milk consumer's profile. In other words, the study could provide useful implications for food manufacturers and facilitate the design of marketing strategies for hay milk produced in Central and South Italy.

Animal food products: policy, market and social issues and their influence on demand and supply of meat

The present paper aims to contribute to the contentious debate regarding the role of meat as part of a sustainable diet. It uses secondary data to examine the patterns of meat consumption across the globe, and drawing on academic and grey literature, it outlines some of the policy, market and social trends and issues influencing demand and supply of meat. It also presents an overview of the scientific evidence base regarding the pros and cons of meat consumption. The results show that consumption patterns are not homogeneous globally, nor across meat types, with overall meat consumption increasing strongly in developing countries but stagnating in developed countries, and demand for poultry increasing in most regions in contrast to beef. They also illustrate the evolving impact of factors such as income on consumption and the increasing impact of non-economic factors, such as social and policy influences relating to health and the environment, on food choice behaviours, to the extent that such behaviours are increasingly entering a moral space. Given the solid scientific evidence that simultaneously substantiates arguments to increase and decrease meat consumption, it is clear that dietary recommendations need to be context-specific. An important part of the context is the strategies being pursued by researchers and supply chain actors, from farmers through to processors, retailers and food service operators, to improve the sustainability credentials of livestock production. As new evidence emerges from such initiatives, the context will change which means that dietary guidelines will require continuous review.

The Effect of Sustainability-Related Information on the Sensory Evaluation and Purchase Behavior towards Salami Products

Consumer's interest in sustainable livestock farming methods has grown in response to concerns for the environment and animal welfare. The purpose of this study is to examine the different influences of sustainability product information on sensory characteristics and purchase behaviors. To accomplish this aim, the study used salami, which is an Italian-style sausage processed by fermentation and drying. Three different types of information were provided: salami made from the pork of an antibiotic-free pig (SMAFP), of an animal welfare pig (SMAWP), and of a grazing pig (SMGP). This study was conducted as an off-line experiment with Korean participants (n=140). As a result, there were sensory differences according to the sustainability information. For the SMAFP, it had a significant difference in, sourness (p<0.05). With the SMAWP, there was a difference in gumminess (p<0.10), and the SMGP had significant differences in sourness (p<0.01), sweetness (p<0.01), andmoisture (p<0.05). Moreover, the purchase intention and willingness to pay were significantly higher when the sustainability information was given. Especially, among the three types of salamis, participants were willing to pay the most for the SMAWP. This is one of the first consumer studies to investigate sensory evaluation and purchase behavior for various types of sustainable livestock production. These results contribute by helping sustainable meat producers and marketers become aware of the kind of sustainable information to which consumers are sensitive.

Grass-Fed Milk Perception: Profiling Italian Consumer

This paper aims at analyzing the consumers’ perception of grass-fed milk so as to understand if a production based on a sustainable business model could represent a response to new and emerging needs in consumption. The sample of the study was constituted by a total of 750 Italian members of the International Association Slow Food. A Principal Component Analysis (PCA) was used to summarize the quantitative variables, which, grouped in “dimensions”, were used as input for multivariate statistics (HCA, MCA) in order to define and explain consumer profiles. Our data confirm an in-progress change in milk consumption: Consumers were more oriented towards quality, local supply chains, traceability, and are characterized by an increasing propensity to a higher expense for grass-fed milk. Further research will enlarge the proposed panorama covering a sample of more general consumers. The study was a preliminary market analysis that could be used as the basis for a production, distribution, and consumption chain grass-fed-based model. Grass-fed milk is a product linking individual and societal needs for more sustainable production and entrepreneurship that creates a higher value product aligned with market needs.

Insights into German Consumers' Perceptions of Virtual Fencing in Grassland-Based Beef and Dairy Systems: Recommendations for Communication

Simple Summary

Pasture-raised beef and dairy products are valued by consumers for their taste and higher animal welfare standards. Pasture grazing can be optimized using virtual fencing technology. The use of virtual fencing to guide cattle on pasture can contribute to biodiversity conservation by protecting environmentally sensitive areas. Concerns exist about consumers’ acceptance of virtual fencing in beef and dairy production. To explore consumers’ perception of virtual fencing, German consumers’ responses to information material about virtual fencing were analyzed. The results showed respondents’ uncertainty about the implementation of the technology with regard to its effects on animal welfare and possible social impact. Respondents showed readiness to support pasture grazing with their purchase decisions, yet struggled to see their personal advantages from the use of a specific grazing management practice. Thus, practitioners should consider keeping the focus in communication with consumers not on the technology but on tangible benefits, such as quality of pasture-raised products. Furthermore, state support is argued to be necessary to encourage livestock practitioners to adopt virtual fencing in cattle grazing for biodiversity conservation.

Abstract

The share of cattle grazing on grassland is decreasing in many European countries. While the production costs of intensive stall-based beef and dairy systems are usually lower per kg product, grazing-based systems provide more ecosystem services that are valued by consumers. Innovative grazing systems that apply virtual fencing technology can improve animal welfare, optimize grassland use as pasture, and contribute to biodiversity conservation. Although consumer demand for pasture-raised products could promote animal-friendly practices, consumer perception of virtual fencing remains unknown. To address this gap in research, this study developed information brochures with different lines of argumentation and tested the responses of German consumers using concurrent think aloud protocols. The results demonstrated ambivalence in consumers’ attitudes to virtual fencing. The participants supported the idea of cattle pasturing to promote animal welfare and foster biodiversity declaring a willingness to contribute not only by paying price premiums for pasture-raised products but also through seeking other possibilities of action and participation. However, participants raised concerns about the effects on animal welfare and the social ramifications of the technology. The study offers recommendations for addressing these issues in communication and further contributes to the understanding of consumers’ perceptions of innovation in animal production.

O’Sullivan M, Kerry JP, Kilcawley KN. A Cross-Cultural Evaluation of Liking and Perception of Salted Butter Produced from Different Feed Systems

Perception and liking among Irish, German and USA consumers of salted butter produced from different feed systems-outdoor grass (FS-GRSS), grass/clover (FS-CLVR), and indoor concentrate (FS-TMR)-was investigated. A consumer study was conducted in all three countries. Irish and German assessors participated in ranking descriptive analysis (RDA), whereas descriptive analysis (DA) was carried out by a trained panel in the USA. Volatile analysis was conducted to identify differences in aroma compounds related to cow diet. Overall, there was no significant difference in overall liking of the butters, among USA, German and Irish consumers, although cross-cultural preferences were evident. Sensory attribute differences based on cow diet were evident across the three countries, as identified by German and Irish assessors and trained USA panelists, which are likely influenced by familiarity. The abundance of specific volatile aromatic compounds, especially some aldehydes and ketones, were significantly impacted by the feed system and may also contribute to some of the perceived sensory attribute differences in these butters.

Discrimination of Meat Produced by Bos taurus and Bos indicus Finished under an Intensive or Extensive System

Simple Summary

This research was carried out to investigate the usefulness and reliability of meat quality traits such as physicochemical properties and fatty acid profiles to discriminate between meat produced by taurine and zebu cattle, finished on pasture or grain. This approach is of utmost importance to assess the authenticity of meat products, particularly when beef is certified based on criteria such as breed and finishing system. Our results using discriminant analyses indicate that meats originating from pasture- or grain-finishing can be discriminated with high reliability, essentially on the basis of their fatty acid profile. The global distinction of meat from the two genetic groups is somewhat more difficult to achieve reliably. Still, prior knowledge of the finishing system used to produce meat from a given genetic group enhances the trustworthiness of the assignment procedure, allowing the reliable allocation of meat samples originating from Bos indicus and Bos taurus finished on pasture or grain, with fatty acid profiles being better discriminating factors than physicochemical properties. These results can be adopted as tools to be used in meat certification programs.

Abstract

Meat obtained under commercial conditions shows considerable variability, mostly due to genetic background and production system. In this study, meat physicochemical properties and fatty acid profiles were analysed to investigate the feasibility of using them as tools to discriminate between meats produced by different genetic groups and finishing systems. Samples of the Longissimus thoracis were collected from 160 commercial bulls of the B. taurus (n = 75) and B. indicus (n = 85) groups, finished either on pasture (n = 46) or with grain supplementation (n = 114) and analysed by standard procedures. Data were analysed by discriminant analysis using a stepwise procedure, to select the meat characteristics that better contribute to discriminate the various groups. Our results indicate that fatty acid profiles of meat had better discriminating ability than physicochemical properties, especially to identify meat from animals finished on grain or pasture. The overall discrimination of meat from different genetic groups was achieved with a slightly lower reliability. Nonetheless, our results show that reliability of allocation to genetic group can be improved if prior information on finishing system is considered. These results are of high importance because they can be incorporated as tools to assess the authenticity of beef, particularly in meat certification programs.

The applicability of using a protease extracted from cashew fruits (Anacardium occidentale), as possible meat tenderizer: An experimental design approach

Meat tenderness is one of the most important organoleptic properties in determining consumer acceptance in meat product marketability. Therefore, an effective meat tenderization method is sought after by exploring plant-derived proteolytic enzymes as meat tenderizer. In this study, a novel protease from Cashew was identified as a new alternative halal meat tenderizer. The extraction of cashew protease was optimized using response surface methodology (R² = 0.9803) by varying pH, CaCl₂ concentration, mixing time, and mass. pH 6.34, 7.92 mM CaCl₂ concentration, 5.51 min mixing time, and 19.24 g sample mass were the optimal extraction conditions. There was no significant difference (n = 3; p < 0.05) between the calculated (6.302 units/ml) and experimental (6.493 ± 0.229 units/ml) protease activity. The ascending order of the effects was pH < mixing time < CaCl₂  < sample mass. In meat tenderizing application, the meat samples treated with 9% (v/w) crude protease extract obtained the lowest shear force (1.38 ± 0.25 N) to cause deformation on the meat. An electrophoretic analysis showed that protein bands above ~49.8 kDa were completely degraded into protein bands below ~22.4 kDa. Scanning electron microscopy shows the disruption of the muscle fibers after being treated by the Cashew protease. The results of this study show the Cashew (Anacardium occidentale) crude extract can be used as an alternative of the animal and microbial protease as meat tenderizer and subsequently overcome the shortcoming of the halal industrial protease.