Interviews undertaken in a study of consumers' views on food quality were re-analysed with special reference to the narrative themes raised by consumers when describing their views on the quality of meat and meat products. Negative attitudes towards meat were frequently expressed, and with more emotion than comments about any other food. Being based on interviews made prior to the BSE crisis, the study gives evidence that the popularity of meat was in a process of decline already before this crisis. It was found that critical attitudes centred around the following four themes: the manner in which meat is produced and processed in modern agriculture and industry, the fact that meat derives from animals, the food culture associated with meat eating and the perceived unhealthiness of meat. In spite of their critical attitudes, the interviewees nevertheless consumed meat on a daily basis. This study suggests that negative attitudes towards meat are not necessarily associated with decreased meat consumption, but are associated with a tendency to re-structure meals with special reference to the role assigned to meat.