Many attributes of the eating quality, especially tenderness, of beef have received much attention in research over the years. However, it has been widely accepted that one of the major attributes that make beef unique is its flavour; in fact, recent research has shown that it is flavour that is the quality attribute that drives consumer demand for beef. This chapter will explain the basic science of assessing flavour along with the factors that impact the development of beef flavour. This will include animal nutrition and genetics, product storage and processing, cookery, and research methods commonly used to assess beef flavour.