diff --git a/Library/Homebrew/cmd/cat.rb b/Library/Homebrew/cmd/cat.rb
index 8075034046..15cd149d58 100644
--- a/Library/Homebrew/cmd/cat.rb
+++ b/Library/Homebrew/cmd/cat.rb
@@ -25,6 +25,7 @@ module Homebrew
     raise "`brew cat` doesn't support multiple arguments" if args.remaining.size > 1
 
     cd HOMEBREW_REPOSITORY
-    safe_system "cat", formulae.first.path, *Homebrew.args.passthrough
+    pager = ENV["HOMEBREW_VISUAL"] || "cat"
+    safe_system pager, formulae.first.path, *Homebrew.args.passthrough
   end
 end