Research suggests that fruit and vegetable (FV) preferences have the greatest impact on FV intake. The purpose of this study was to determine the correlation between children's fruit and vegetable preferences assessed by an electronic, pictorial tool and preferences assessed by a “taste and rate” (T&R) assessment. Participants were children, 3–5 years old, (n=57) enrolled in Head Start Centers. A high quality pictorial tool with 20 photographs of fruits and vegetables (13 whole and 7 transformed forms) was compared against the T&R assessment. The T&R assessed 13 different fruits and vegetables. The pictorial tool measurement demonstrated strong internal reliability (alpha=0.80). Concurrent validity outcomes were weak to moderate (rs=−0.25–0.26). Preference responses appeared to be more stable within the pictorial measure (i.e. transformed versus whole FV photographs) than between measures. Preliminary evidence suggests pictorial FV methods may be useful for nutrition educators when establishing baseline preferences among young children, yet further research is needed. In the future, researchers should investigate the viability of a tool that can assess child fruit and vegetable preferences using predictive validity approach.