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Beef aged in air (dry aging) develops a different flavor profile than beef aged in vacuum bags (wet aging). This research compared wet versus dry aged beef. At similar tenderness and marbling, no differences in desirability or value were found for wet versus dry aged Choice beef. For Prime, wet aged steaks were rated more desirable in flavor, juiciness, and overall acceptability and valued more than dry aged Prime. A significant proportion (27- 30%) of consumers preferred dry aged beef and were willing to pay > $1.90/ lb more for it. Consumers can detect sensory differences in beef and are willing to pay for their preference.