This study has developed a comprehensive model for examining the key determinants and relationships among constructs of potential food acceptance in the U.S. and Thailand. The 260 supermarket shoppers in each country sample completed a self-administered questionnaire and tasted the three new fruit products: fresh kiwi, raspberry juice soda, and canned longan. LISREL, analysis of variance, and multiple regression were used to estimate parameters of the three sub-models of potential food adoption. Results indicate that cultural variation and new product familiarity influence determinants of potential food adoption and the structure of the appropriate model. Eating-buying habit, food opinion leadership and food seeking, perceived psychological and physical advantage appear to be the key determinants of potential adoption, whereas socioeconomic level, communication behavior, and trialability are likely to have indirect effects on potential food adoption. The likelihood to accept new fruits among Americans tends to depend more on nutritional value, taste-texture, compatibility, loyalty, convenience and information in obtaining new products. Americans prefer to adopt new, familiar fruits rather than unfamiliar ones. Thai consumers have a greater concern for price advantage and attitude toward eating new fruits. They require convenience in shopping but have less time constraints in searching for newly liked products. Besides less loyalty, Thais have a greater tendency to adopt new, unusual fruits if prices are acceptable and if they are available in the market. The results also show that a model composed of physical advantage, psychological advantage, and trialability constructs appears to be the most appropriate for explaining potential food adoption across countries. This finding supports specific measures as more reliable and valid than general measures of attitude, preference, and behavior for assessing potential adoption decisions. Differences also exist in measurement quality across the two samples and three products, implying that some measures are not universally applicable to different cultures. Implications from the findings help international marketers select more appropriate target countries and design better standardization and adaptation strategies to penetrate foreign markets.