This paper explores the demand for improved safety and quality for meat products among consumers in two regions using a discrete choice experiment methodology. The study takes account of preferences from consumers across Great Britain and the Republic of Ireland. The features explored in the choice experiment include food safety, traceability, animal health and welfare, region of origin and price. The results suggest a large difference between willingness to pay and implicit ranking of attributes across regions. Meat products that come from ‘Ireland’ are most highly demanded among the features for Irish consumers, whereas consumers based in Great Britain value enhanced testing and animal health and welfare standards highest. Furthermore, a high correlation exists, in both regions, between respondents perception of the risk associated with consuming the meat products and the price premium they are willing to pay for the enhanced features