The Robert M. Kerr Food & Agricultural Products Center (FAPC) on the Oklahoma State University campus works with Oklahoma food and agricultural entrepreneurial clients to create, promote, disseminate and further their brand and role in the marketplace. How can the FAPC assist clients with this process when the core essence of the FAPC brand is unidentified? The purpose of this research was to gather staff and stakeholder perceptions of the Robert M. Kerr Food & Agricultural Products Center brand. Objectives of this study included describing personal and professional characteristics (sex, age, ethnicity, education level, total income, food and/ or agriculture industry experience, business ownership, encounters and experience with the FAPC brand), and determine FAPC staff and stakeholder perceptions of the FAPC brand. Characteristics forms and focus group sessions were used to reach the objectives. The FAPC staff personal and professional characteristic results indicated the FAPC staff represented individuals of varying ethnicity, education, income, food and/ or agricultural experience levels, business ownership, as well as encounters and experience with the FAPC brand. Stakeholder personal and professional characteristic results identified the group as older business owners with more experience in the food and/ or agricultural industry. Yet, encounters and FAPC brand experience levels varied for the stakeholder audience. Recognition, one-stop-shop and limited resources were themes of the staff focus group session. Recognition, limited resources, uniqueness, university setting and supporting Oklahoma were themes of the stakeholder focus group session. In sum, personal and professional characteristics and brand perceptions, as well as points of discussion in data collection were mixed amongst FAPC staff and stakeholders. As this study represented two key FAPC audiences with greater awareness of the FAPC brand, recommendations for future research include brand perception gathering of individuals who represent other FAPC audiences such as clients, state organizations or individuals with less awareness and experience with the FAPC brand. The FAPC should also consider an annual brand report as a source of brand measurement to streamline and bridge the gap of FAPC brand perceptions.