This paper analyzes the producers`` preferences for check-off program of paprika using a choice experiment format. A multinomial logit model is estimated using primary data from a survey of paprika producers. The results show that paprika producers are more likely to prefer higher spending for market promotion, higher participation rate, more government subsidy, and lower participation fees. The results also indicate that age, education, export ratio, and acreage are also significant factors explaining farmers`` preferences for check-off program. Based on the results, some policy implications that might contribute to developing a mandatory check-off system of horticultural products were derived.