Factors that affect the decision to feed or sell calves at weaning are analyzed for Arkansas cow-calf operators. A discrete choice logit model is used to analyze the adoption of value-added cattle production. Farm size, human capital, perception of risk/returns and enterprise diversification are hypothesized to explain this decision. Regional factors and land quality are also accounted for. Operator perceptions towards risk, profitability and facilities were important. Production control and attention to marketing were also significant, but farm size and scale of cattle production had a minimal impact. Effects of human capital and off-farm labor opportunities need further investigation.