This paper discusses current and future issues facing lamb and beef meat quality and proposes strategies to manage quality improvements into the future. Based on survey data of Australian consumers and whole supply chain profit drivers, it is argued that the three most important quality areas for future research are lean meat yield, eating quality and human nutritive value. These areas have complex biological interactions, both antagonistic and complimentary, which require careful management so as to produce the best outcome for industry and the consumer. It is argued that the best way forward is to undertake collaborative research that encompasses industry production, meat science and genetics simultaneously. The case study of the Australian lamb industry is used as a suggested model for future progression, whereby a large breeding program forms the central focus of numerous research and delivery activities. Another issue raised is the need for strong and cost-effective industry systems that are able to effectively utilise outcomes from genetics, lean meat yield and eating quality to deliver the research results.