In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled "U.S.A. Guaranteed: Born and Raised in the U.S." Food-safety concerns, preferences for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality were reasons consumers preferred COOL.