This research provides baseline information about consumers' concerns, preferences, and market existence for pasture-raised pork in the Mississippi Delta area of Arkansas. Consumer preferences for pasture-raised pork are evaluated by examining the relationships between consumers' willingness to buy and their perception and acceptance of pasture-raised pork. The hypotheses were developed based on a market survey conducted during 1998. Using maximum-likelihood behavioral and demographic models, our results show consumer preferences drive the assured market that exists for pasture-raised pork in urban areas of the Delta among affluent, educated, health-conscious consumers who are prepared to pay a premium price for it.