The willingness to plant identity preserved (IP) crops was examined using Mississippi soybean producers as an example. A contingent valuation framework was used to assess the impacts of offered premiums on a producer's probability of planting IP soybeans. Findings suggest that offered premiums significantly affect planting decisions. In addition, desire to learn more about IP production was found to increase the probability of planting, suggesting that desire to learn leads to experimentation. Finally, prior knowledge or experience planting IP crops significantly decreased the probability of planting.