Several important questions need to be addressed when developing a pheromone-based attract and kill formulation. Here we examined an attract and kill formulation against the Oriental fruit moth to determine the attractiveness and toxicity of the formulation in both the lab and field. In addition, we determined factors influencing formulation effectiveness under field conditions. Attract and kill formulations containing 0.016 and 0.16% pheromone and 6% permethrin attracted male moths and exposed them to insecticide through source contact. There were both significant lethal and sublethal effects of exposure to the formulation on males. Field cage studies showed that this formulation will work best at low population densities. Replicated small plot field trials determined that the recommended application rate and a half rate were equally effective. Treatment at either high or low positions within the canopy significantly reduced trap capture and mating with sentinel females. However, only sentinel females located in the untreated portion of the tree canopy mated in treated plots. Because formulations with and without the insecticide component were equally effective, the main mechanism by which this formulation works under the conditions tested is by disruption of male orientation and not by removal of males due to insecticide poisoning.