The mandatory Country of Origin Labeling (COOL) troubles beef exporters to the U.S. This study evaluates the extent that U.S. consumers are receptive to imported steak and their perception of food safety level of beef from various countries. In addition, using conjoint analysis, willingness to pay for strip loin steak from Australia, Canada and the United States is estimated along with several increasingly important food safeties and quality attributes in beef. We find that on average U.S. consumers are willing to pay significantly less for imported steaks.