This study uses a stated choice-based conjoint model to explore the marketing preferences of small-scale producers of fresh fruits and vegetables in Honduras. A total of eight attributes, proposed in hypothetical contracts to farmers, are evaluated. About two-thirds of farmers show preferences for traditional marketing systems, whereas one-third prefer new marketing channels associated with supermarkets. A latent segment approach, however, reveals significant levels of preference heterogeneity among small-scale farmers. The results suggest the importance of taking into account preference heterogeneity using latent classes in the development of policies aimed at linking small-scale farmers with new agri-food supply chains.