This study investigated the meat preparation effects prior to cooking on the sensory consumer quality of modified atmosphere (MA) packed (100 ml CO2/100 ml pack gas, 50 ml O-2:20 ml CO2:30 ml N-2/100 ml pack gas, 70 ml O-2:30 ml CO2/100 ml pack gas and 80 ml O-2:20 ml CO2/100 ml pack gas) striploin beef steak. Beef steaks were stored at 4 degrees C for 7 days (616 lx) to simulate retail display conditions and tested by consumers (n = 40) for appearance, liking of flavour, overall acceptability, juiciness, tenderness, oxidation flavour, off-flavour, and sourness of the resulting cooked meat. Additionally, TVC, pH, colour, drip loss, and cooking loss were measured. One steak from each of the experimental treatments was taken immediately from the respective MA packs and cooked before serving straight to consumers. A second steak from each pack was treated similarly, but left in ambient air for 30 min prior to cooking and serving. Consumers perceived cooked steak from samples left for 30 min prior to cooking as significantly (P < 0.05) less sour tasting than those cooked immediately. (C) 2014 Elsevier Ltd. All rights reserved.