Because consumersâ€™ preferences are relevant determinants in the purchase decision, their measurement seems to be extremely important. Therefore, the article presents selected results of preference measurement (conjoint-analysis) with special regard to different food production modes (organic production, conventional production and production reflecting animal welfare aspects) and labelling of food origin (out of the region, from farm-gate and without labelling of the food origin). The empirical research shows surprising results: the organic produce is not as strongly preferred as the product alternative reflecting the animal welfare aspect. As a consequence, marketing-strategies should pay much more attention to animal welfare aspects, whereas organic production seems to be a less persuasive promotion argument. The contribution ends with implications for further research.