We assess consumer demand for traditional fresh potatoes and processed potato products and willingness to pay for new experimental low-acrylamide and sulfite-free potato products. Demand for fresh potatoes, potato chips, and fries is unaffected by household income or education, but demand for chips and fries is affected by consumer age and exercise habits. Subjects display increased willingness to pay for new potato products after receiving a private company perspective about the technology and risks associated with exposure to acrylamide, a carcinogen, in fried conventional potatoes and a new product, potato dices. We find that consumers are willing to pay for enhanced food safety in fresh potato products achieved using biotechnology.