Selenium is an element found in relatively high concentrations in crops and livestock raised on high-selenium soils located in North and South Dakota. Evidence suggests that a high-selenium diet such as would be obtained from consuming these products can reduce the risk of certain cancers. The region's livestock and grain producers are exploring potential high-selenium product marketing opportunities. A choice experiment was conducted to identify preferred attributes for a high-selenium beef product and the characteristics of potential market segments. In a national survey, participants chose between different levels of health claim approval and research, prices, and selenium origin. A multinomial logit regression model was estimated. Labeling reflecting scientific support linking selenium and reduced cancer risk, and natural-source selenium was ineffective. Marketing opportunities identified are consistent with existing functional food market segments and include consumers with higher income and education, 45 to 55 years of age, and with children.