Tennessee cattle producer willingness to participate in a hypothetical Tennessee Branded Beef Program (TBBP) was examined using 2016 survey data. Willingness to participate in the TBBP was modeled using a probit model. Among those willing to participate, a Tobit model was used to estimate the pounds of live-weight beef producers were willing to supply into a TBBP. Age, production practices, and risk attitudes influenced willingness to participate. Among those willing to participate, projected TBBP supply per farm averaged 32,329 pounds and was influenced by on-farm animal units, production practices, perceived barriers, risk attitudes, and consequentiality beliefs.