Issues concerning consumer demands for genetically modified and organic food remain highly topical in Australia. It is unclear how consumers perceive issues associated with food production such as food safety, environmental impacts or animal welfare. It is also unclear how consumers might value potential changes in those issues. This paper reports on research using the choice modelling technique to estimate and compare consumer demand for genetically modified and organic foods. The case study considers commodities including tomatoes, milk and beef. The results provide some indication of the contribution of associated factors with consumer choices, as well as exploring consumer values for higher food safety standards. The results are of relevance to the current policy debate regarding the introduction of GM foods to Australia.