Regardless of the potential economic and environmental benefits associated with plastic biodegradable mulch (BDM) use in fruit and vegetable production, BDM adoption among U.S. farmers remains relatively low. One of the factors influencing low BDM adoption is its cost. Using a 2019 Tennessee fruit and vegetable farmer survey, the contingent valuation method, and a probit regression, this study evaluates farmers’ preferences and willingness to pay (WTP) for BDM. Results suggest price, on-farm income, and familiarity with BDM are factors influencing farmer adoption of BDM. However, results suggest producer WTP for BDM is below current BDM market prices.