Adding fiber to ground beef can increase the health benefits of consuming ground beef products and can provide new market opportunities for the beef industry. The current study analyzes the impact of consumers’ preferences for citrus fiber-added ground beef after offering consumers samples of 1%, 3%, and 5% citrus-added ground beef meatballs. The results of the current study show that there is a market for citrus fiber-added ground beef, but the price premium is not high. Current consumers of organic and grass-fed beef, and those who are concerned about the fat content of ground beef are the potential target customers for the sale of citrus fiber-added ground beef.