Among consumers there is an increasing interest and concern about the ways food is produced. This calls for the poultry industry to differentiate their products and production methods to directions valued by the consumers. In this study we use choice experiment to analyse the importance of broiler production method and the country of origin for the Finnish consumers. In the experiment, we offer several alternatives for regular broiler, including products that have been produced using organic methods, as well as products produced by emphasising animal welfare or consumer health aspects. The conditional logit model of consumer preferences for broiler meat in Finland revealed the very strong positive perceptions of domestically produced broiler products. Although the effect of production method was minor it also had an impact on consumer choice behaviour, particularly emphasising animal welfare in production increased the choice probability. The latent class analysis revealed the heterogeneity of consumer preferences but did not facilitate profiling the consumer groups based on socioeconomic data.