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This study investigates consumers ’ preferences for organic baby meals. The growth of the U.S organic industry has been notable during the last two decades. The U.S. organic farmers do not produce enough quantity to meet the increasing U.S demand for organic food, and increasingly more organic foods are manufactured from organic ingredients produced outside the U.S. Tensions have emerged in the organic sectors as large-scale companies have seized opportunities to sell products differentiated with the organic label. The study aimed to estimate U.S. consumers ’ willingness to pay (WTP) for selected attributes (type of brand, production attributes, and origin of ingredients) of baby meal products using a choice-based conjoint analysis. The organic offerings represent a nontrivial share of this market. In recent years, offerings under store brands have also been increasing. The study identified that consumers preferred a major national brand with a large market share such as Gerber (80%) to the other types of brands including store brands. In terms of product characteristics, pesticide free and non-GMO products were seen as consumers ’ top priorities. Consumers would not buy products that did not exhibit these two characteristics