Beef-related health scares have, in the past, played a role in decreased consumer confidence in purchasing beef in developed countries. Beef that is safe, nutritious and of good eating quality is of increasing importance to beef consumers. Over the past 5 years, research has been carried out in the ProSafeBeef project to develop technologies and/or processes to ensure that the European beef chain thrives. Research has been conducted in a number of areas including food safety, nutrition, novel-processed beef products and consumer research. ProSafeBeef has made ground-breaking advances in these areas and some of the key successes emerging from ProSafeBeef are highlighted in this paper.