Beef demand among urban dwellers in Nigeria has grown overtime with increasing concerns for safety. Beef is commonly sold in open stalls where the risk of contamination is very high. Increasing the quality of beef and other beef products will require improvements on the management of abattoirs as well as inspection and certifications of beef quality. Such improvements will however come at a cost which consumers must be willing to pay. The study therefore assessed consumers' willingness to pay for safe beef in Ibadan Metropolis of Oyo State. Primary data was used for the study and obtained using well-structured questionnaires. Multi-stage sampling was used to select 150 beef consumers. Data were analysed using descriptive statistics and Heckman two-step regression model. Results reveal that majority of beef consumers (92%) are aware that beef sold in the open market may be contaminated while about 82% indicated their willingness to pay for safe beef. Beef consumers are willing to pay an average of ₦926.06 for a kilogramme of certified beef. Consumer's gender and awareness about safe beef significantly influence consumers' willingness to pay for safe beef. The age of the consumer positively influences the amount consumers are willing to pay for safe beef while the household size and frequency of purchase have a negative relationship. The study recommends increased enlightenment programs on safe beef, targeting females by entrepreneurs with respects to advertisements and sales activities while a mechanism of beef certification and quality labelling should also be put in place.

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