We examine the relative importance of eight goals U.S. grass-fed beef (GFB) producers have for their farms and the relative importance of nine reasons for selecting the GFB enterprise. We further analyze factors affecting goal structure and reasons for selecting the enterprise. The data used for this study are from a 2013 mail survey of U.S. GFB producers. The most important reasons for selecting the GFB enterprise included “producing healthy beef” and “GFB is good for the environment,” classified in the study as social and environmental sustainability reasons, respectively. Reasons such as “profitability” and “strong demand for GFB” were generally of lower importance.
