In this publication, we report the survey results of cow-calf producers in Tennessee and Texas regarding their willingness to adopt a hypothetical HFR bull into their herds. This publication is adapted from McKay et al. (2019). In reporting these results, the objective is to inform cow-calf producers and seed stock producers of the factors that influence a producer’s decision to adopt a HFR bull. Thus, seedstock producers can use this information to determine if it is worth breeding for the HFR characteristic, while commercial cow-calf producers can use the information to make informed purchasing decisions, if the trait becomes available.