QID Attachment A - Interview Guide for Exploratory Local Foo

Attachment A

Local Food Marketing

Questions used for qualitative research exploratory interviews

• How many acres do you operate? Use? Own/rent?

• What do you grow or raise?

• Do you make any other products from things you grow? If yes, what?

• Do you make any other products from things that you buy from others? If yes, what?

• Now, I’d like to know where you sell these [insert whatever respondent says they produce] that you grow / raise / make.

• Is this near your house? Near your operation? Where is it?

• What drives you to sell your product at these places?

• Do you market your [insert whatever respondent says they produce] as local to these places where you sell your products?

• (If applicable) Do you know if [place mentioned above] markets it as local?

• For these [whatever they sell], tell me how your records are kept…

  • Do you keep records based off your location of where you sold it?

  • Are your records based off how much you sold of what you grew/raised/made regardless of where you sold it?

  • (If respondent is not tracking location of sale) How easy would it be for you to report where you sold what? Would you feel comfortable estimating that number if asked?

 

• Next, I have some terms we’ve used before that I want to ask you about. Tell me what each of these terms means to you and if there’s maybe a better term we should be using.

• Global terms:

• Direct Marketing, what does that mean to you?

• Intended marketing practices?

• Direct-to-consumer (both what is “direct” and what is “consumer”)?

• Direct-to-retail markets (both what is “direct” and what is “retail market”)?

• Direct-to-institutions (both what is “direct” and what is “institution”)?

  • Direct-to-intermediate market (both what is “direct” and what is “intermediate market”), what does that mean to you?

• Marketing terms:

• Online marketplace

• Online transaction

• Locally branded

• First point of sale

• Farm gate price

• Other terms:

  • Value added? (Ask for definition, then give examples of their products – cutting, packaging, labeling, washing, etc.)

  • Livestock/dairy/eggs – what level of processing is the product at when it is direct marketed?

  • What is definition of processing for crops?? For livestock?

  • What is definition of fresh?

• Terms for places they sell to:

• Farm stand

• Roadside stand

• Off farm store

• Truck/box/stand – what are these considered?

• Intermediate market – more questions for this in addition to above

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