The pork meat production industry is facing new challenges as a consequence of consumers’ expectations regarding the quality and safety of food products. For the present study, experts and consumers in Rio Grande do Sul State, Brazil were interviewed to identify the attributes of pork loin that need to be improved. Consumers have particular concerns about the juiciness, fibrousness, and portion size of the meat, the diversity of cuts and safety and animal welfare. The supply chain was also analyzed in order to verify the procedural priorities that need to be improved in order to meet the demands of consumers. Experts were interviewed using the quality function deployment methodology. The findings of the study indicate that, improvements must be made in the production sector in terms of animal handling and transportation. In the processing sector, improvements are required regarding slaughter control of PSE and DFD, the development of new packaging, and product fractionation. The requirements in the distribution sector relate to information campaigns for consumers to diffuse the nutritional characteristics of pork loin and in the product safety through sanitary inspection.