Surveys were sent to specialty crop producers in California, predominantly grower-packer-shippers, during the first half of 2006 to better understand the motives for traceability adoption. The questions in our survey allowed respondents to consider the benefits of tracing. A representative tracing system for melons was developed and costs for the system were collected from industry sources. Values were assigned to the benefits of traceability based on the cost of the representative system, responses collected in our survey, and using Borda’s rule. Results suggest that litigation concerns and firm reputation are the key drivers for maintaining traceability.