This study examined the effect of dietary rumen-protected histidine (HIS) supplementation in cattle on growth and carcass traits/product quality. Three levels of daily HIS (Balchem Corp.) were tested (control, low dose [DL], and high dose [DH]) over a 55-d finishing period in 48 crossbred steers implanted with Revalor-XS. Cattle were randomly allocated into 8 pens of 6 steers each and fed twice daily using Calan gates. Morning feed was top-dressed with the HIS as follows: control (no HIS), 50 g/steer per day (DL), or 100 g/steer per day (DH). Individual intakes were recorded, and feed and orts were analyzed every 5 d during the feeding period. Steers were harvested, carcass data was recorded, and carcasses were fabricated at a USDA-inspected facility. One longissimus lumborum (LL) and 1 gluteus medius (GM) was acquired from each animal, aged under vacuum (21 and 14 d respectively), and cut into 2.54-cm steaks. One steak was used for retail display for which subjective (to evaluate visual color components) and objective (L*, a*, and b*) color scores were recorded. Lipid oxidation on d 0 and 9 of retail display were assessed using thiobarbituric acid reactive substances. Another steak was used to evaluate cooking loss and tenderness using Warner–Bratzler shear force. Sensory taste panels were conducted (1 panel for each muscle) to determine consumer perception of the product. Muscles were analyzed using HPLC for HIS metabolite (anserine and carnosine) and HIS content. Histidine supplementation increased ADG during d 1 to 21 (DH, P = 0.07), d 42 to 60 (DL and DH, P = 0.07), and the final 50 d (DH, P = 0.07) of feeding. Supplementation with HIS also increased the lightness (DL GM, P = 0.05), degree of yellow hue (DL and DH LL, P = 0.01), oxygenated lean color (DL GM, P = 0.004), uniformity (DH GM, P = 0.03, and DH LL, P = 0.06), and overall color stability of the product from d 3 through 9 of retail display. The percent surface discoloration (DL and DH GM, P = 0.04, and DL and DH LL, P < 0.0001), degree of browning (DL and DH GM, P = 0.002, and DL and DH LL, P < 0.0001), and discoloration (DL and DH GM, P = 0.01, and DH LL, P = 0.05) of the product was decreased. The DL GM steaks were juicier (P = 0.07), more acceptable (P = 0.05), and more satisfying (P = 0.01) than the control steaks. Seventy-seven percent of panelists would purchase the DL GM product (control, 61%, and DH, 60%). In conclusion, 55 d of rumen-protected HIS treatment positively impacts consumer perception and may optimize product quality and marketability in beef cattle.