Motivated by accusations of environmental degradation and threatened with severe declines in public support, the agricultural sector has produced reduced-chemical products. One example of this trend is the development of disease-resistant apple cultivars which require less chemical applications during production. These apples may playa vital role in improving the image of the apple industry, which has suffered due to the Alar scare. Introduction of the disease-resistant cultivars will be successful only if attention is devoted to identifying and surmounting various concerns, such as obtaining complete producer information, satisfying consumer product demands, and meeting market channel requirements. Failure to meet these challenges may prevent successful adoption and marketing of the disease-resistant cultivars. In this report, we identify and discuss specific issues involved in evaluating consumer willingness-to-pay for reduced-chemical agricultural products and issues which arise in the marketing of these products.