Timely adoption of new varieties is critical to profitable peach production, and peach quality is a primary factor driving adoption. An adoption model for peach varieties is estimated, incorporating grower evaluations of peach quality. The model identifies the impact of farm characteristics such as the farmer's quality preferences, on-farm agronomic and orchard conditions, as well as geographic effects in Georgia peach-growing regions. The relative impact of the key external and internal peach quality attributes on adoption is assessed. Decisions on new varieties are influenced by the age distribution of the orchard, information which can be used in targeting new varieties to growers.