A store intercept consumer survey was used to examine consumer willingness to pay for a marinated, precooked roast beef product produced from "farm raised" cattle fed a predominantly forage-based diet. Consumers were asked to participate and, if they agreed, were provided with a sample of the precooked product. They were asked to compare this product with an existing similar product at various price levels. The data collected suggest there is a consumer willingness to pay premium prices for "farm raised" precooked roast beef. Therefore, creative retail positioning of value-added, convenient, precooked beef products from forage-fed cattle could result in increased consumer awareness of the easy convenience of these products, capitalize on the apparent emerging market for forage-fed beef and potentially increase the overall demand for beef.