In identifying perceptions and attitudes relevant to consumer acceptance of goods originating in different countries, it would be extremely helpful for marketers to have a meaningful and consistent measure that they could apply. This study examines to what extent consumer ethnocentrism as measured by the CETSCALE singularly, as well as in concert with selected demographic and psycho-graphic variables, can predict consumers’ evaluation of domestic versus foreign produce. The findings indicate that consumer ethnocentrism is a strong and significant predictor of consumer product evaluations. Including the ethnocentrism variable in a set of demographic and psycho-graphic variables significantly improves the predictive ability of the set. Potential applications of the concept include identification of market segments that react more favourably to domestic or foreign produce, developing effective marketing communication strategies, and supporting location decisions for retail outlet sites.