River jam vs c/f

CO ($24.35)
Button ($32.85)
SB ($10)
BB ($10)
UTG ($29.24)
Hero (MP) ($26.69)

Preflop: Hero is MP with K, 10
1 fold, Hero bets $0.75, CO calls $0.75, 2 folds, BB calls $0.50

Flop: ($2.35) K, 9, 10 (3 players)
BB checks, Hero bets $1.75, CO calls $1.75, 1 fold

Turn: ($5.85) 6 (2 players)
Hero bets $5.50, CO calls $5.50

River: ($16.85) 7 (2 players)

Jam, or c/f ???? He is really bad by the way, like a 35/15 station. Trouble is, in that case, if we're beat by the river we might have been beat at the flop, checked the turn and he'd have just checked behind, so what to do - play a small pot, or get it in?

all the chips

To elaborate, lots of two pairs, Kx that will call. You're only worried about a random set and 8x.

Jam it. Terrible villains might show up with a badly played jq or set here but you beat so many more of the combinations he calls flop and turn with.