German consumers (n=200) evaluated the eating quality of beef and lamb from animals fed A:grass, B:grass plus grain (0.6% LW), C:grass plus grain (1.2% LW) or D:grain. Conjoint analysis was conducted to determine the relative importance of country of origin (Argentina, Switzerland, Uruguay, United Kingdom), animal diet (grass, grass plus grain, grain) and price (low, medium, high) in purchasing decisions of fresh beef (n=100) and lamb (n=100). Beef and lamb overall acceptability was higher for treatment C, followed by B with treatments A and D being the least preferred, indicating greater eating quality for meat from animals fed a high level of grain upplementation. The most important attribute for purchasing decisions was country of origin followed by animal diet and meat price, for both beef (68, 16 and 16%) and lamb (46, 34 and 20%), respectively. Highest positive utilities were found for Argentina, grass and low price in beef and for Switzerland, grass, and low price in lamb. Consumers preferred the eating quality of meat from animals fed with high levels of grain supplementation. However, conjoint analysis showed a preference in purchasing decisions towards meat from animals fed mainly on grass in the low price range.