“…The goals and their assigned classifications (in parentheses) were as follows: produce healthy beef (social), maintain and conserve land (social, environmental, economic), have family involved in agriculture (lifestyle), have time for other activities (lifestyle), avoid years of loss/low profit (economic), increase net worth (economic), maximize profit (economic), and increase farm size (economic). These goals were selected because (1) they covered the major goals our presurvey interviews with GFB producers suggested would be of interest and (2) they were consistent with the goals analyzed in previous agricultural goal studies (Basarir and Gillespie, 2006;Nyaupane, Gillespie, and McMillin, 2017;van Kooten, Schoney, and Hayward, 1986). This allows us to compare goals of producers of an alternative livestock enterprise that can be argued to fit into the sustainable agriculture category of agricultural enterprises with producers of other agricultural enterprises.…”