In the past the oxen were used as working animals, but nowadays in some countries the young fattened oxen meat is the subject of trade. On the basis of questionnaire we wanted to investigate the wholesale and retail possibilities of oxen meat in Slovenian market. We used the method of the questionnaire and interviews. The results of our research indicate growing number of consumers being aware of the sustainable breeding technologies and health concerns. Those consumers revealed their willingness to pay higher premium for such products, but they have to be more widely accessible.

Key words: market research, oxen meat, questionnaire, interview, consumer.

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