This research uses simulated test marketing methodology to examine the consumer purchase interest in organic grapes and price sensitivity. A profile of the target organic food purchaser is identified and consumer perceptions of organic grapes are compared to their perceptions of regular (conventionally grown) grapes. The research uses a survey instrument and a concept exposure that were administered through the use of a personal interview of 342 randomly selected respondents at food stores in May 2001 in San Luis Obispo County, California. Comparisons of nominal and ordinal variables were generated through the use of chi-square tests. The statistical tests used to examine interval and ratio variables are t-tests, one-way analysis of variance, and multivariate analysis of variance.