This study investigates the marginal values consumers place on apple quality traits as part of a larger SCRI project whose goal is to increase the long-term economic sustainability of Rosacea crops by increasing the U.S. per-capita consumption of fruits. Information on consumers’ preferences and the value they place on fruit quality is important and may help breeders better establish trait priorities and make the breeding process more efficient. We conducted sensory tasting tests and experimental auctions in order to study consumer preferences for apple quality traits. We find that consumers value more some quality traits depending on the information they have to make their decision. Size and color are important when consumers have information based on appearance, and sweetness and crispness are important when consumers have information based on sensory tasting tests.