Growers in the sugarcane industry have been struggling under financial pressure for several years. One option to improve farm viability might be to diversify farm enterprise income. Choice Modelling, an economic valuation technique, was used to explore the trade-offs growers make between different attributes of diversification, and how their choices may be related to certain socio-economic characteristics. Application of the technique involved surveys of cane growers in three regions of Central Queensland. This is a novel approach to assessing grower intentions that has the potential to reveal detailed information about influences on grower choices.