Superior knowledge of customers' perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is often poorly integrated within the value chain, the UK fresh-meat sector being one example. This supply chain has attempted to add value through the implementation of value-based labelling schemes. Few studies, however, have assessed the value created for consumers. Using both in-depth interviews and a postal survey of 1,000 fresh-meat consumers based in Scotland, this paper offers a strategic insight into how coordinators of value-based labelling schemes might integrate the voice of the consumer within the fresh-meat value chain. Structural equation models are used to develop marketing recommendations. The main attitudes driving consumer purchases of fresh meat bearing a value-based label are identified and the market potential for further differentiation of each value-based label is examined. Future research opportunities are also explored.