In this study we investigate consumers’ preferences for fresh tomato attributes in four European countries by assessing and comparing Marginal Willingness-To-Pay (MWTP) estimates from panel Mixed Logit (MXL) models with utility specifications in the WTP-space. We performed an in-depth post-estimation inference to identify what attributes are the main determinants of fresh tomato purchases in each domestic market. We also assess the choice probabilities for tomatoes of various ori-gins and types to illustrate how these post-estimation inference can be used to inform strategies designed to increase the market shares of Italian fresh tomato exports in new markets and to consolidate positions in markets where Italian fresh tomatoes are already appreciated by local consumers.