The paper reports findings and recommendations from doctoral research in Belgium. The objective is to present insights related to the consumer decision-making process towards fresh meat. A four-component conceptual framework is proposed. Information required to investigate links and associations between different elements of the framework is collected through exploratory and conclusive research procedures, with data originating from consumer surveys and household panels. Major attention is paid to the impact of communication and information from mass media, as well as to the impact of socio-demographic characteristics such as age and presence of young children in the household. Recommendations extend to livestock farming, the meat industry, government, mass media and future research. Key attention points include increased orientation towards satisfying consumer needs and re-establishment of trust through the production of intrinsically safe products and reliable and effective communication.