This case study research was undertaken as an initial step towards studying the critical factors that influence the adoption of value-added as an additional enterprise by small farmers in North Carolina. Human factors such as age, years in farming, and level of education were perceived to be common elements. Production variables such as total acreage and value-added marketing were also deemed to be common features amongst the operators. The need to generate value-added funding, supply consumer demands, and expand core business operations were often mentioned among the goals of operators implementing value-added activities. Amongst the value-added operators, land availability, acquiring employee assistance, and weather calculations were cited as barriers or problems faced at their value-added operations. The biggest driving forces behind the operator’s view of success was passion for their value-added growth and educational agritourism.