Value Determination of Pesticide Residue-Tested Potatoes*

This study analyzed consumer response to potatoes tested for pesticide residues. These potatoes were packed in five pound bags and priced at three different levels in participating supermarkets. Even when sold at identical prices, consumers continued to favor the traditional round white over the residue-tested potatoes. However, sales of residue-tested were equal at all three price levels, indicating little price resistance among consumers interested in this type of product.