A shopper survey was conducted to determine willingness to pay for ice cream with different labels. A statistical analysis was conducted using stated choices by respondents. The randomized choices were 1) a local brand with or without an indication it had a Utah’s Own designation, 2) a local brand with and without a locally-produced designation, 3) a private label product , and 4) a national brand product. The results suggested that brands affect willingness to pay for ice cream. However, shoppers were willing to pay a significant positive amount more for ice cream with the local designations.