This study utilises the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regards to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way which protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.