This article examines farmers' preferences for both cropping and management practices, which are of policy interest because of their environmental impact. We present the results of a choice experiment survey of all agricultural decision makers in the Camargue region. A latent class model identified three classes. The main class encompasses farmers complying with the norms of the Protected Geographical Indication (PGI): Riz de Camargue. We estimated the monetary value of each of the relevant agricultural practices. Our results make a strong case for differentiating incentives to encourage environmentally friendly practices and identify the diversity of values attached to the main components of rice cropping technology in the area. Estimates of the implicit prices indicate that most rice growers can be persuaded to adopt environmentally friendly practices. These findings could help in designing targeted contracts according to farmers' preferences, in line with conservation or environmental objectives.