This paper concerns the analysis of farmers' goal trade‐offs using a series of representative dairying and beef/sheep farm models. The models employ an adaptive feedback structure and expectations model to track adjustment processes over a seven‐year planning horizon, 1991/92 to 1997/98. Model solutions, under a conventional profit maximising objective function, and using a weighted goal programming formulation, under a series of empirically specified alternative goal orientations, are examined and compared. The paper identifies significant variation among farm families in terms of ability to attain key goals concerning farm profitability, family consumption, farm investment, growth and cash flow. The results quantify the trade‐off between family consumption and farm investment/growth goals.