The utilization of marketing programs to enhance feeder calf value has been met with modest success in Oklahoma. Value-added programs are continually promoted as avenues for improving cow-calf profitability, but producer adoption of value-added practices lags in spite of research showing the value of these practices. Identifying producer characteristics that increase their likelihood to adopt value-added practices is critical to developing successful outreach efforts. Results from a survey of Oklahoma producers on value-added practice adoption indicate that multiple demographic variables influence a producer’s likelihood of practice adoption. For Extension specialists, results can help in targeting likely adopters and developing methods to overcome barriers to adoption by producers less likely to adopt.