Scientific evidence has been building up about the potentially negative effects of pesticides on human health. Fruit and vegetables have a higher percentage of samples with pesticide residues exceeding tolerance levels than any other food item. However, no regulations exist that require point‐of‐purchase labeling to inform consumers of the use of pesticides during cultivation. Based on a nationally representative sample of the French population, this study examined the impact of labeling designed to provide information about pesticide use during fruit and vegetable cultivation at the point of purchase. The results suggest that information on pesticides has a strong impact on consumers' purchase intention and product choice, and that a large majority of participants support the proposal to display mandatory information about pesticide use through labeling at the point of purchase. We conclude with a discussion of the public policy implications of our findings.