Considerable efforts have been made to provide cow-calf producers withinformation to help them make informed decisions about adding value tocalves. Despite demonstrated market incentives to retain calves, manyproducers still sell right after weaning. We postulate this observedbehavior is related to producer risk aversion. Our study concludes riskaversion is an important factor affecting calf retention as the mostrisk-averse producers have more than a 60% probability of selling calves atweaning and the most risk tolerant have less than a 20% probability ofselling at weaning.