Safety first.
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When it comes to purchasing livestock products – milk, ground beef, beef steak and chicken breast – consumers put most value in safety and freshness according to a nationwide survey conducted by Kansas State University’s Department of Agricultural Economics.

Led by Ted Schroeder, professor and livestock economist for K-State Research and Extension, a group of faculty and graduate students compared consumer values for livestock-specific products with prior research related to consumers’ general food values. The prior research, by Lusk and Briggeman in 2009, found that safety, nutrition, taste, price and natural were consumers’ top five values out of a group of 11 potential values.