Packaging is one of the most vital processes in beef production, but is often overlooked by beef researchers. In addition to protecting the product, packaging is largely responsible for maintaining myoglobin in the bright red, oxygenated state in the retail case as expected by American consumers. However, retail beef packaged in the traditional, aerobic overwrap has issues with discolouration and short shelf life; thus, more protective options, such as vacuum and modified atmosphere packaging, have been implemented by some retailers. The future of beef packaging will not only protect beef but also actively inhibit oxidation and microbial growth and perhaps communicate with the processor and consumer about the quality of the packaged beef.