["Agribusiness, Volume 42, Issue 3, Page 1103-1121, Summer 2026. ", "\nABSTRACT\nThis study examines producer participation choices considering a variety of potential benefits linked to state‐sponsored marketing programs, using a real choice dataset of farmers in Missouri. Multinomial logit models are employed to predict determinants of farmer enrollment in three tiers of the Missouri Grown local food marketing program: free, $50, and $100 memberships. We find that farmers who expect to increase sales or receive special services from the program are more likely to choose paid membership levels, while those who seek new opportunities are more associated with free participation. Furthermore, farms with annual sales above $150,000 and those with male or white decision‐makers are more likely to be $100 members, while young and beginning farmers tend to participate at a paid tier of $50 in the program.\n"]