Many universities are now marketing agricultural products including beef and dairy. The objective of the study was to examine the role of university brand affiliation in promoting locally produced food, particularly grass-fed beef. It is expected that other local producers will use the results to make informed decisions in marketing their products. The study used the data collected from a survey among Missouri State University alumni and general shoppers. Preliminary results from the analysis show that university alumni were statistically different from other shoppers in willingness to pay more for university produced beef.