Conjoint measurement was used to determine consumer preference for pork produced with genetically engineered porcine somatotropin (pST). A preference model was constructed based on three pork attributes, fat reduction, price and technology, which allowed for estimable interactions between attributes. Interview surveys were used to collect conjoint data in several shopping centres in three cities. Respondents generally preferred leaner pST-produced pork, but only at fat reduction levels greater than currently attainable with conventional technology.