The premium market for beef is morphing into a tale of two premiums, or two interpretations of what premium can mean. At the volume end ‘premium’ is now being identified with better packaging and a jazzed-up narrative, but the process of stock supply still resembles the traditional production system…business as usual, but with a bit more bling and slightly better execution. This is the volume end of the market where price trumps quality. In stark contrast, there is a rapidly emerging craft beef trend and it’s getting stronger by the day. At this end of the market consumers are demanding something entirely different. At this end of the market, quality trumps price.