This study employed a dichotomous choice contingent valuation model to analyze consumer’s demand for proposed safe pork. The data was collected by direct interview of 125 households living in Soc Trang province. Results indicated that the majority of consumers (over 56%) were interested in safe pork products and willing to pay an average price premium of 163,000 VND per kg for these products (excluding respondents who oppose this proposed project). The results of Logit function showed that the average income per family member, the current price of consumed pork, and the ratio of family dependents positively influenced the willingness to pay for safe pork products, while the price of safe pork and the average amount of pork that respondents bought in one week had negative impacts on this willingness to pay.