ABSTRACT.- The retail sector has a significant impact on the meat supply chain, playing a key part not only in logistics but also in shaping production and consumption patterns. Latin America is an important region for livestock production and global trade in animal products, with Mexico emerging as a major player in the sector due to its remarkably resilient livestock industry. Previous studies suggest that the Latin American meat industry is not meeting consumer demand for products with specific attributes. This study aims to investigate the existence of distinct profiles of meat retailers by examining their attitudes towards beef products and their perceptions of the beef supply chain. Using a clustering approach, we analyse survey data that were collected through face-to-face individual interviews (n = 288) at retailers' outlets. Three distinct retailer profiles were identified: hedonistic, skilled, and careless retailers, each displaying different attributes, processing performance, preferred product types, and value. These differences are closely tied to varying consumer demand. Given the limited research on this topic, particularly in emerging markets, the results of this study are of strategic importance for the development of the beef sector. © 2024 The Authors