Past research has yielded conflicting results on consumer valuation of food safety characteristics. In this study, conjoint analysis is used to evaluate consumer responses to hypothetical apple products in a nationwide survey. Product characteristics include price, quality, pesticide use levels and the corresponding cancer risk, and type of government inspection. Consumers expressed a broad preference for reduced pesticide usage. Four market segments were identified corresponding to consumers: (a) who had a strong preference for food safety, (b) who exhibited a more balanced desire for all product characteristics, (c) who were extremely price sensitive, and (d) who had a strong preference for product quality. Results suggest that consumers in these segments differ based on demographic and psychographic characteristics. This information should prove useful to produce marketers in marketing produce that better meets consumers' needs.