The impact of introducing low quality fruit into the supply chain can have ramifications throughout the value chain. Taking peaches as an example, we utilize a Canada wide online consumer survey to better understand how a low quality purchase will affect a consumers’ repurchase from the same producer, packer, retailer, and region. Results indicate that approximately half of respondents showed a lower propensity to repurchase from value chain members, including a decreased propensity to repurchase from the production region selling lower quality fruit. Further, consumer characteristics and behaviors do play a role in how a consumer places blame for lower quality peaches.