diff --git a/board/traverse/ten64/ten64.c b/board/traverse/ten64/ten64.c
index 0febc0b..1705796 100644
--- a/board/traverse/ten64/ten64.c
+++ b/board/traverse/ten64/ten64.c
@@ -296,6 +296,7 @@
 {
 	char ethaddr[18];
 	char enetvar[10];
+	char serial[18];
 	u8 intfidx, this_dpmac_num;
 	u64 macaddr = 0;
 	/* We will copy the MAC address returned from the
@@ -316,6 +317,19 @@
 	 */
 	macaddr = __be64_to_cpu(macaddr);
 
+	/* Set serial# to GE0/DPMAC7 MAC address
+	 * (Matches the labels on the board and appliance)
+	 */
+	snprintf(serial, 18, "%02X%02X%02X%02X%02X%02X",
+		 MACADDRBITS(macaddr, 40),
+		 MACADDRBITS(macaddr, 32),
+		 MACADDRBITS(macaddr, 24),
+		 MACADDRBITS(macaddr, 16),
+		 MACADDRBITS(macaddr, 8),
+		 MACADDRBITS(macaddr, 0));
+	if (!env_get("serial#"))
+		env_set("serial#", serial);
+
 	for (intfidx = 0; intfidx < 10; intfidx++) {
 		snprintf(ethaddr, 18, "%02X:%02X:%02X:%02X:%02X:%02X",
 			 MACADDRBITS(macaddr, 40),