Stated consumer preferences for walnuts in Spain are investigated by means of a choice experiment. Conditional heterogeneity is explored, assuming two possible sources: How often walnuts are consumed and how driven by health and nutrition attitudes or convenience the consumer is. In particular, the possibilities for a mostly unknown variety in the Spanish market are investigated. Specific guidelines for the distribution and commercialisation of walnuts are provided. Copyright © by The Haworth Press, Inc. All rights reserved.