Although the consumption of fruits and vegetables is being promoted by different institutions as a key question of public health, their consumption is decreasing and their waste is increasing. To address this situation, we propose to include the consumer’s perception of the quality (from a sensory point of view) of a fruit, in particular Valencian oranges, in the supplier’s selection process by retailers. To do so, we use a combination of consumer and trained sensory panels and Analytic Hierarchy Process (AHP). This approach is completely novel in the literature. According to the expert panel, the most important criteria when evaluating the quality of an orange are fruity smell, juiciness, sweetness and acidity. These criteria are related to the freshness and taste of the oranges. Consumers found the methodology proposed useful and easy to develop. The application of the AHP methodology has helped to facilitate a participatory discussion among consumers on the concept of the quality of the oranges. The methodology proposed can help the agrifood sector in different ways up and down the supply chain. Specially, it can contribute to better meet consumer’s demands, increasing the consumption of fruits and vegetables and reducing its waste.