Growing interest in producing locally produced beef to capture more value-added has been expressed by the Tennessee beef industry. This study measures Tennessee cattle producer willingness to supply beef to a Tennessee branded beef (TBB) program. Data from a 2016 survey of Tennessee beef cattle producers were used to estimate a probit for interest in TBB participation and a Tobit for cattle live weight that interested producers would supply. Over 70 percent were interested in participating, with age, income, production practices used, and risk attitudes influencing interest. Liveweight supply was influenced by producer age, animal units, production practices, and perceived barriers.