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This study investigated household’s willingness to pay (WTP) for pesticide-free locally produced fresh fruits in Khyber Pakhtunkhwa, Pakistan. A Contingent Valuation Survey Method (CVM), constructed with a double-bounded WTP elicitation format, was used to interview a randomly selected sample of 600 households. Survey data revealed that households were willing to pay on average rupees 26 more per kilogram of pesticides free fruits. Results from regression analysis showed that age of the household head and his awareness of pesticides use over fruits, household size and their total monthly income were significant determinants of their WTP. In addition, health concern and environment concern of pesticides use also influence the WTP. Findings from this study help in assessing the market potential for pesticides-free fruits in Pakistan.