For many consumers, the origin of the food they buy is of great importance. For instance, Irish beef and lamb is often seen as superior quality meat, as the animals are typically reared outdoors on a diet of predominately fresh grass. However, are Irish beef and lamb actually any different to meats produced elsewhere, from animals reared indoors in less sustainable production systems? Professor Kieran Kilcawley and his team at the Teagasc Agriculture and Food Development Authority in Ireland, in conjunction with University College Dublin, are investigating the ‘flavour chemistry’ of beef and lamb. Their aim is to determine whether there are fundamental differences in the chemical properties of meat due to the animal’s diet and origin.