Abstract/Summary

This research employs two discrete choice experiments to examine UK consumer preferences regarding chlorine-washed chicken. Our analysis differentiates value estimates by respondents' beliefs about the impact of Brexit on food. The results reveal that those holding positive attitudes towards food post-Brexit tend not to value chlorine-washed chicken as negatively as those who have negative attitudes about food post-Brexit. Yet, of equal or greater significance, those respondents who hold positive beliefs about the impact of Brexit on food still value EU food safety standards, quality assurance schemes, and country of origin information. This indicates that attitudes to food post -Brexit and preferences regarding food do not necessarily align in support of trade agreements that may require the UK to lower existing food safety and animal welfare standards. Potential policy solutions to ensure consumer preferences are satisfied are discussed, in particular food labels enabling informed food choice.