Purpose – The purpose of this study is to analyze the levels of knowledge and consumption of organic tomatoes in Spain, and their influence in consumer willingness to pay for this type of food.Design/methodology/approach – The data used in this work come from a survey of 361 Spanish consumers. The paper analyzes the levels of consumption and the knowledge of organic foods, proposing a contingent valuation exercise for organic tomatoes. The Hanemann model is used to estimate the average and maximum willingness to pay for this product. A multivariate logit model was calculated, with different starting prices and variables derived from a cluster analysis of consumers.Findings – Three distinct groups of consumers were identified, and their willingness to pay for organic tomatoes was modeled using contingent valuation. The results clearly show a generalized lack of knowledge of organic products and the confusion caused by the proliferation of labels. A clear relationship was also observed between consumers' le...