In this paper we implement a stated preference experiment to assess wheat farmers’ preferences for and trade-offs between several wheat attributes, including yield, maturity period, resistance to rust, presence of zinc content, and colour of the roti (flat bread). Since zinc-biofortified wheat varieties were not available at the time this study was implemented, we employed the hypothetical choice experiment method. Choice data are collected from 1116 wheat farmers and analysed using conditional logit models, and accounting for the differences in the preferences of farmers with different size operations (marginal, small-scale and medium and large) located in the three key agro-climatic zones of Punjab. The results of this study are expected aid in the development of zinc-biofortified wheat varieties that are preferred by farmers of different sizes in different agro-climatic zones, as well as in the design of targeted delivery and marketing mechanisms for their maximum adoption.