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Abstract
With widespread worry of outbreaks and panic over food-borne pathogens, a potential niche has been created within the market for uncooked chicken. New technology allows monitoring of time-temperature abuse to hold suppliers accountable whilst increasing the information the consumer has before purchase. Indicators change color if there are any abnormally high temperatures during the supply chain for an extended period of time. The question therefore follows concerning whether these indicators would be an economically viable addition to the supply chain. A double-bounded dichotomous choice model was used to find the willingness to pay for these sensors. These values were then compared to the price of the sensors and found to be economically viable within the poultry market.