This study estimates a hedonic price equation to assess consumers' willingness-to-pay for reduction in pesticide residues in fifteen fruits and vegetables. A unique feature of the study is its employment of the FDA's Total Diet Study data which attempts to measure actual pesticide ingestion by the American public in table-ready or prepared foods. The results indicate that consumers would be willing to pay approximately $.08 per pound to reduce pesticeds by one part per million in the prepared fruits and vegetables that they consume.