Current Status:
The Mirandesa Beef is a traditional product deeply rooted in the region of Trás-os-Montes, Portugal. While its quality is recognized, especially through its organoleptic characteristics (flavor, texture, tenderness), these alone are not sufficiently distinctive in a competitive market to justify a premium price. As a result, the product struggles to stand out among other beef options, even when the intrinsic quality is high.
However, Mirandesa Beef holds a unique, untapped value that extends beyond taste. It is the result of traditional, sustainable production systems, aligned with high standards of animal welfare and deeply interwoven with the cultural and natural landscape of the region. These intangible aspects — often overlooked in traditional marketing — represent a significant opportunity for repositioning and value creation.
Partner’s View:
Authenticity, sustainability, and territorial identity are increasingly important to modern consumers. The producers of Mirandesa Beef believe that the path to differentiation lies in making the invisible visible — by communicating the hidden emotional and cultural values of the product: The respect for animals and slow-paced farming practices, The preservation of ancient breeds and rural landscapesThe connection between food and local tradition. There is a strong desire to shift the perception of Mirandesa Beef from a mere commodity to a symbol of heritage and ethical gastronomy. It’s not just about what people eat — it’s about what they support when they choose Mirandesa.
Challenge: The challenge lies in creating a differentiated market positioning for Mirandesa Beef, based on non-visible dimensions of quality, such as:Animal welfare and ethical farming, Environmental sustainability of the production system and Cultural and territorial identity. So How can we build and communicate this multidimensional value in a way that.