Choice Modelling was applied to assess the importance of attributes and willingness to pay for a fresh potato produced with a low environmental impact production system. Among the stated preference methods, this is the most used to study consumer preferences for attributes of goods with little or no market share. We interviewed 402 individuals, aged 18 and over, in super / hypermarkets and grocery stores. Four different attributes of potato: price, agrochemicals content, cooking quality and treatment were selected according to previous research carried out by the authors. For this purpose, a Conditional Logistic Model (McFadden, 1973) was applied. On average, ceteris paribus, the full sample participants were willing to pay between US$ 0.60 and US$0.49 more per 1kg of potatoes with low agrochemical content. In regards to cooking quality attributes, participants were willing to pay between US$ 0.31 and US$ 0.25 more per kg of high quality potatoes