Hedonic price models are estimated to determine if there are incentives to supply higher quality tomatoes. Price premiums are associated with extra-large tomatoes originating from shipping points located closer to consumption points. Price differences between mature-green and vine-ripe tomatoes are not significant. Vine-ripe tomatoes are favored by consumers in the summer while mature-green tomatoes are favored the rest of the year. The U.S. Department of Agriculture should consider changing the present tomato grading system, which is based on shape and smoothness, to include a flavor indicator based on harvest maturity.