The main objective of this paper is to identify factors that determine consumers’ purchase decisions for ground beef offered with different packaging technologies. Consumers’ increasing knowledge about food technologies and changes in food labeling regulation influence agribusiness’ future product development and marketing strategies. Non-hypothetical choice experiments with ground beef, conducted in the USA, are used to quantify consumers’ valuation of technology-related attributes namely shelf life, color and packaging. How alternative types of information affect consumers’ WTP is of particular importance to processors and food safety analysts. This paper’s methodological contribution lies in applying advanced methods to elicit consumers' estimates of WTP for product attributes. Results aim to benefit food producers and retailers who make decisions about investing in new packaging methods, food control and food safety.