So-called “wet markets” where live animals are sold are considered dangerous sources of emerging diseases such as Covid-19, yet they remain popular with some consumers as sources of fresh meat. Over the next three years, Assistant Professor Lyle Fearnley will lead a $178,332 MOE AcRF Tier 2 Study titled “Virulent animals or unsafe meat: The qualification of animal food safety in live animal ‘wet’ markets and supermarkets in China.” The study aims to compare how consumers evaluate food quality and safety at wet markets and supermarkets in China, to examine what drives consumer preference for live poultry and explore how markets could be redesigned to achieve food safety and food quality.