The production of beef in Spain is currently facing a difficult economic situation. In this context, we have analyzed the critical factors of production systems, and the limitations and marketing strategies for a hypothetical new beef quality label (“Serrana de Teruel”). To do so, we have analyzed the differences between the views and opinions of various operators of the value chain of beef. We selected a panel of 47 experts in the geographical area of influence of Serrana de Teruel breed, including representatives of the various stages in the chain, from production to consumption. A Delphi method allowed collecting the data and analyzing the opinions of the experts. The most important strategy to address the problems of the beef industry and the competitive economic environment was the differentiation through a quality brand. The most important factors to produce “Serrana de Teruel” beef were the use of pastures linked to the maintenance of cultural landscape. The duration of the fattening period and the maturation of meat were the factors that mostly influenced meat quality. From the consumer perspective, the confidence in the butcher was the most important quality cue. Before launching a new “Serrana de Teruel” quality beef it would be advisable to engage in promotional campaigns, concentrating in retail outlets, and on direct communication schemes to consumers. There were notable differences in the views of the various operators in the value chain. We can remark that quality certification was less important for industry and administration representatives than for producers and consumers. Differentiation by a quality designation was the best strategy to address the competitive environment of beef industry. Despite the prospective nature of the results and the small number of experts surveyed, it can be concluded that the specifications of “Serrana de Teruel” quality beef should include certain extrinsic attributes of credence quality cues, especially those referred to a production system linked to the use of natural resources, i.e. the landscape and territory where the meat is produced.