Food safety and quality issues in sub-Sahara Africa are receiving increasing attention from governmental and non-governmental organisations by raising awareness of food safety and quality incidents. This paper has examined the economic welfare implications of policy changes in relation to safety and quality among 400 beef consumers in Southern Ghana. We conclude that most respondents are willing to pay premiums to assure food safety and quality. The willingness-to-pay (WTP) estimates vary significantly as a function of respondents’ underlying attitudes towards food safety and quality issues. There are considerable variations in preferences, willingness to pay and welfare effects across the different consumer classes. There is evidence of crucial segmental equity issues in food safety and quality policies. The paper suggests that future research and policy decisions on food safety and quality changes should consider those segments of consumers whose welfare can potentially be improved or reduced due to the policy changes.