Grain from paired samples of the hard red spring wheat cultivar "Park" grown on both conventionally and organically managed land was milled and baked into 60% whole wheat bread. Consumers (n= 384) rated their liking of the bread samples on a 9-point hedonic scale before (blind) and after (labeled) receiving information about organic production. Consumers liked organic bread more (P < 0.05) than conventional bread under blind and labeled conditions. Environmental information about organic production did not impact consumer preference changes for organic bread, but health information coupled with sensory evaluation increased liking of organic bread. Ordinary least squares (OLS) and binary response (probit) regression models identified that postsecondary education, income level, frequency of bread consumption, and proenvironmental attitudes played a significant role in preference changes for organic bread. The techniques used in this study demonstrate that a combination of sensory and econometric techniques strengthens the evaluation of consumer food choice.