Based on the results of a 1999 survey of Mississippi Beef Cattle Producers, producers were willing to invest $1.66 per head marketed in a beef cattle marketing cooperative. Factors that had the largest positive impact on WTP were producers who were willing to permanently identify all of their cows and calves and producers who were willing to accept prices negotiated by the cooperative. Negative factors included producer willingness to implement a pre-weaning health management program and the percentage of replacement heifers purchased through regular auctions.