Focus Group Research to Inform Consumer Food Safety Education and Outreach

Appendix D: Manufacturer Cooking
Instructions (MCI) Focus Groups
Moderator Guide

OMB Control Number: 0583-xxxx
Expiration date: xx/xx/xxxx

Food Safety Consumer Research Project
Manufacturer Cooking Instructions Focus Groups
Moderator Guide
I.
•

•

•

•

Introduction—Welcome Group (5 minutes)
Who we are and who we represent
o

Introduce moderator.

o

Study sponsored by the U.S. Department of Agriculture or USDA.

Why you have been asked to participate
o

You are consumers who prepare some of the products we want to talk about.

o

Your experiences as consumers are important to USDA.

o

You have opinions and ideas that we’d like to know about.

How the discussion will work
o

Session will last about 1.5 hours.

o

So I can give you my full attention, tonight’s session will be audio- and
video-recorded. I will use the recordings to write a summary report, but I will
not use names in any report.

o

Staff members from USDA have come tonight to hear your opinions
firsthand. They’ll be listening from behind the one-way mirror or via live
streaming.

o

We would like the discussion to be open and informal and encourage
interaction.

o

We would like to hear from everyone in the group.

o

One person talks at a time.

o

There are no right or wrong answers or ideas—we want YOUR opinions.

o

Silence or turn off cell phones.

Participant introductions
o

II.

State first name and favorite food to prepare at home.
Understanding of Preparation Instructions (30 minutes)

For our first topic, consider both raw and processed meat and poultry products. The
packaging for some meat or poultry products provides instructions on how to
prepare, cook, or heat the product; these instructions are specific to the product.
Preparation instructions on product packaging may be called “cooking instructions”
or “heating instructions” or something similar.

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1. Some product packages say “heating instructions” and others say “cooking
instructions.”
a. Have you noticed that before?
b. If yes, why do you think that is?
2. For our discussion tonight, we will call them preparation instructions. Why do
you think companies provide preparation instructions? (Probe: food safety,
quality, mandatory)
3. Do you think that testing or a review process is conducted to make sure that
the preparation instructions on meat and poultry products are correct and will
result in a safe product if properly followed?
a. If yes, who does this? (Probe: government, manufacturer of product)
b. If no, should someone do this? (Probe: government, manufacturer of
product)
4.

Think about raw, single-ingredient refrigerated or frozen meat and poultry
products that you buy from the meat department (e.g., raw ground beef or
chicken breasts). Have you noticed whether those products have preparation
instructions? [Moderator: only NRTE products]
a. If yes, how often do you use preparation instructions when preparing a
fresh meat and poultry product for the first time?
b. If no, what information do you rely on to prepare the product? (Probe:
recipe or cookbook instructions, past experience, best guess or estimate)

5. Now think about processed, refrigerated, or frozen meat and poultry products,
like stuffed chicken breasts, chicken nuggets or tenders, prepared meatloaf,
ham, or frozen burger patties. Have you noticed whether those products have
preparation instructions? [Moderator: could be RTE or NRTE products]
a. If no, what information do you rely on to prepare the product? (Probe:
instructions, past experience, best guess or estimate)
If yes:
b. How often do you use preparation instructions when preparing a specific
brand of processed, frozen meat and poultry product for the first time?
c. Do you follow the preparation instructions exactly as written or sometimes
make changes?
i. If exactly as written, why do you follow the instructions exactly as
written? What might happen if you didn’t follow the instructions
exactly as written?

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ii. If changes, what changes do you make? Why do you make these
changes?
d. Have you ever noticed instructions to use a food thermometer?
i.

If yes, do you ever use a food thermometer? Why or why not?

e. Now think about your experiences when preparing the same product
again.
i.

Do you refer to the preparation instructions each time you prepare
the product, or do you sometimes rely on previous experience with
the product?

ii.

Are there some types of processed products for which you always
look for preparation instructions? If yes, which products?

iii.

Are there some types of processed products for which you never
look for preparation instructions? If yes, which products?

f. Now think about your experiences if you are preparing the same type of
product, for example, chicken nuggets, but a different brand you haven’t
purchased and prepared before. What do you do? (Probe: Do you read the
instructions on the new product and follow as written or do you prepare
like you would for other similar products)
6. Do you think the instructions for one type of product, like frozen breaded,
stuffed chicken products, apply to all brands of frozen breaded, stuffed chicken
products, or do you think they are brand specific? Why?
a. What do you do if the preparation instructions differ from your previous
experience with a particular type of product? For example, you usually
cook a certain brand of stuffed chicken breasts for 35 minutes, but this
brand requires only 20 minutes to cook.
III. Response to Manufacturer Cooking Instructions (MCIs) on Mock
Packages (45 minutes)
Now, we are going to look at the labeling on two different brands of chicken tenders
(pass out first box).
[Note: We will use the mock boxes from the SHI study for two types of chicken
tenders: Caldwells (RTE product) and Cloverfield (NRTE product with current SHImodify instructions to state “For safety, this product must be cooked to an internal
temperature of 165°F”—i.e., delete “as measured by use of a meat thermometer.”).
Half of the groups will look at the RTE product first, and half will look at the NRTE
product first.]

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Questions for RTE product (Caldwells)
7. Please take a few minutes to look at the product. Where is information on how
to prepare the product?
8. Many of you mentioned the heating instructions on the side. Is there other
information on the box that tells you how to prepare the product? If so, where?
What does it say?
9. Now let’s look at the side of the box that says heating instructions. What
information would you use to prepare the product? Why?
10. Is there other information you need to know to prepare the product that’s not
provided? If yes, describe.
11. Is there anything you do not need to know that could be eliminated? If yes,
describe.
12. Is anything confusing? If yes, how can it be clarified?
Questions for NRTE product (Cloverfield)
Okay, please put the Caldwells box to the side. Now let’s look at the box for the
Cloverfield chicken breast tenders (pass out second box).
13. Please take a few minutes to look at the product. Where is information on how
to prepare the product? [Ask each participant; we want to know if they are
looking at SHI (on back) or cooking instructions (on side).]
14. Many of you mentioned the cooking instructions/safe handling instructions. Is
there other information on the box that tells you how to prepare the product?
If so, where? What does it say?
15. What information would you use to prepare the product (clarify to see if the
information is in the SHI or the cooking instructions)? Why?
16. Let’s look at the side of the box where the suggested cooking instructions are
provided. Is there other information you need to know to prepare the product
that’s not provided? If yes, describe.
a. In your own words, can you please describe what this statement means:
“For safety, this product must be cooked to an internal temperature of
165°F.” (Moderator: refer to flip chart that has this statement)
i. (Probes: What does internal temperature mean? If confusion on
internal temperature of product vs. oven temperature, how can this
be clarified?)
b. How can you check to see that the product is cooked to an internal
temperature of 165°F?

4

c. Any suggestions on how to revise these instructions so that it is clear you
are supposed to use a food thermometer to check that the product has
reached an internal temperature of 165°F (e.g., add the phrase “as
measured by use of a food thermometer”)?
d. Any other thoughts on how to revise these instructions to encourage you
to use a food thermometer?
17. Is there anything you do not need to know that could be eliminated? If yes,
describe.
18. Is anything confusing? If yes, how can it be clarified?
19. Why do you think microwaving is not recommended?
a. Probe: Would you microwave a product that said microwaving is not
recommended?
20. This box has cooking instructions on the side and safe handling instructions on
the back [point out on product]. Why do you think that is?
a. What is the same about the two sets of instructions?
b. What is different about the two sets of instructions?
c. Which set of instructions is most useful to you? Why?
d. Is it confusing or helpful to have two different sets of instructions? Why?
i. If confusing, any thoughts on how to make it less confusing?
ii. Probe if not mentioned: What are your thoughts on somehow
combining the two sets of instructions? How would you do that?
21. Sometimes the cooking or heating instructions are on the back of the package
and sometimes they are on the side. Any thoughts on the best location for
these instructions? Why do you say that?
22. Now let’s look at the two products together; you can place them side by side in
front of you. What are some differences between the two products? (Probe if
no one mentions uncooked vs. fully cooked.)
23. Why do you think the Caldwells product has heating instructions but the
Cloverfield product has cooking instructions?
24. Why do you think the Cloverfield product has safe handling instructions but the
Caldwells product does not?
25. When buying these types of frozen products, do you check to see whether the
product is fully cooked or not?
a. Does whether a product is fully cooked or not influence your purchase
decision? If yes, why?

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IV. Understanding of Differences between RTE and NRTE (10 minutes)
Now let’s move to a different topic.
26. Some meat and poultry products require cooking for safety, and some do not.
What does “cooking for safety” mean to you?
27. What are the characteristics of meat and poultry products that require cooking
for safety? (Probe: information on product label, physical appearance, type of
packaging)
28. What are the characteristics of meat and poultry products that do not require
cooking for safety, that is, are already cooked? (Probe: information on product
label, physical appearance, type of packaging, type of processing)
29. How do you decide if a product requires cooking for safety? (Probe: product
labeling, physical appearance, past experience, product name, cooking
instructions, SHI)
V.

Wrap Up

•

Any other comments or questions before we wrap up?

•

Thank you for participating.

•

Please pick up your honorarium and free gift on your way out.

According to the Paperwork Reduction Act of 1995, an agency may not conduct or sponsor, and a person is not
required to respond to, a collection of information unless it displays a valid OMB control number. The valid OMB
control number for this information collection is 0583-0xxx and the expiration date is 0x/xx/20xx. The time required
to complete this information collection is estimated to average 1.5 hours per response, including the time for
reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing
and reviewing the collection of information.

6

Caldwell Chicken Tenders

7

Caldwells

GLUTEN FREE

Breaded Chicken
Tenders

Simply Smart

BREADED TE
NDER SHAPED

T
CHICKEN BREAST PATTIES WITH RIB MEA

PER SERVING

480mg

10%DV

20%DV

SODIUM

Caldwells
Simply Smart

GF
Gluten-FreeTM

GLUTEN FREE
Breaded Chicken
Tenders

4. Let stand 2-3 minutes before serving.

MICROWAVE OVEN:
1. Place 3 tenders on a microwave plate.

BREADED TENDER SHAPED

2. Heat, uncovered, on HIGH, 14 seconds,
turning halfway through heating time.

T
CHICKEN BREAST PATTIES WITH RIB MEA

3. Let stand 2-3 minutes before serving.

U.S.

DEPARTMENT OF
AGRICULTURE

FULLY COOKED • KEEP FROZEN

Caldwells

W

FEDERAL REGULATIONS PROHIBIT THE USE OF HORMONES OR STEROIDS IN POULTRY.

EC
S PHOLBYESOMTE

FOR

MINIMALLY PROCESSED. NO ARTIFICIAL INGREDIENTS

SS
ED
NE

NET WT. 22 OZ. (1.38 LB) 623G

†
‡

IN

SERVING
SUGGESTION

APPLIANCES MAY VARY.
HEATING TIMES ARE APPROXIMATE.

P-1237

USDA
PROCESS
VERIFIED

GLUTEN FREE

Breaded Chicken
Tenders

Simply Smart

BREADED TE
NDER SHAPED CHICK

EN BREAST PATTIES WITH RIB ME

AT

0
***Certified Gluten-Free by the Gluten-Free
Certification Organization, www.gluten.org
Distributed by: Caldwells, Elkton, MD 21921

72745 80489

Find us at Caldwells.com
Interested in cooking ideas?
Contact our experts for tips, recipes
and other information.
1-555-555-5555

2

We want to hear from you!
*Percent Daily Values are based on a 2,000
calorie diet.

Vitamin A 0%
Calcium 0%

•
•

Vitamin C 0%
Iron 4%

Total Fat 10g
Saturated Fat 2g
Trans Fat 0g
Cholesterol 40mg
Sodium 480mg
Total Carbohydrate 23g
Dietary Fiber 0g
Sugars 1g
Protein 9g

13%
20%
8%
4%
15%
10%

%Daily Value*

Calories 210 Calories from Fat 90
Amount Per Serving

Serving Size: 3 pieces (95g)
Servings Per Container: About 7

Nutrition Facts
**This product contains 210 calories and
10g fat vs 292 calories and 19.34g fat per
95g serving based on USDA nutrient data.

BREADED TE
NDER SHAPED CHICK

EN BREAST PATTIES WITH RIB ME

Breaded Chicken
Tenders

AT

GLUTEN FREE

Simply Smart

Caldwells
8

NDER SHAPED CHICKEN BREAST PATTIES WITH RIB MEAT

3. For a crispier product, turn halfway
through heating time.

10%DV

BREADED TE

2. Place frozen chicken tenders in a single
layer on a baking sheet and heat for
9-11 minutes.

9g

PROTEIN

Breaded Chicken
Tenders

1. Preheat oven to 425°F.

1g

SUGARS

GLUTEN FREE

CALORIES

CONVENTIONAL OVEN/TOASTER
OVEN (PREFERRED):

2g

SAT FAT

Simply Smart

210

Caldwells

HEATING INSTRUCTIONS

Cloverfield Chicken Tenders

9

Gluten free

Breaded
CHICKEN BREAST

TENDERS
CONTAINS UP TO 6% MARINADE OF WATER AND SEA SALT

UNCOOKED

FOR SAFETY, THIS PRODUCT MUST BE COOKED TO
AN INTERNAL TEMPERATURE OF 165° F.

KEEP FROZEN
READY TO COOK.

Breaded
CHICKEN BREAST

SUGGESTED COOKING
INSTRUCTIONS

TENDERS

Our Breaded Tenders
are UNCOOKED.

For safety, this product must be
cooked to an internal temperature
of 165°F. Cooking times may vary.

E B R E A S T M E AT T E N D E R S !
WHOL
Made From Chicken

RAISED WITHOUT ANTIBIOTICS

NET WT 12 oz (340g)

1.5g

SAT FAT

8% DV

440mg
SODIUM

18% DV

1g

SUGARS

20g

PROTEIN

40% DV

KEEP FROZEN
SERVING SUGGESTION

U.S.

DEPARTMENT OF
AGRICULTURE

P-12161

4

Gluten free

EC
S PHOLBYESOMTE

FOR

210

CALORIES

IN

PER SERVING

W

Gluten free

SS
ED
NE

38985 27179

Breaded
CHICKEN BREAST

TENDERS
CONTAINS UP TO 6% MARINADE OF WATER AND SEA SALT

7

For recipes, visit:
Cloverfieldfood.com/recipes

13:58 BEST BY: 06.26.22

Microwave:
Not recommended.

Gluten free

Pan Fry: Heat vegetable oil (1/8”)
in skillet until hot. Fry Tenders in
the hot oil over medium heat
10 minutes, turning over after
5 minutes. Tenders should be
golden brown on both sides.

Gluten free, Breaded Chicken Breast Tenders
Nutrition
Facts
Serving Size: 4oz (112g)
Servings Per Container: 3
Amount Per Serving

Calories 210 Calories from Fat 70
%Daily Value*

Total Fat 8g
Saturated Fat 1.5g
Trans Fat 0g
Cholesterol 35mg
Sodium 440mg
Total Carbohydrate 14g
Dietary Fiber 2g
Sugars 1g
Protein 20g
Vitamin A 0%
Calcium 0%

•
•

12%
8%
12%
18%
5%
8%

Vitamin C 0%
Iron 2%

*Percent Daily Values are based on a 2,000
calorie diet. Your daily values may be higher
or lower depending on your calorie needs.
Total Fat
Saturated Fat
Cholesterol
Sodium
Total Carbohydrate
Dietary Fiber

Calories
Less than
Less than
Less than
Less than

2,000
65g
20g
300mg
2,400mg
300mg
25mg

2,500
80g
25g
300mg
2,400mg
375mg
30g

The Cloverfield Food
DIFFERENCE
Our Chickens are happy and American Bred.
Raised here in the USA, without Antibiotics
through food, water or injection.

What 100% Air Chilled
means for you.
NO RETAINED WATER

DIFFERENCE

• Individually slow chilled
• Natural Juices not diluted
• No Chlorinated water absorbed

Calories per gram:
Fat 9 • Carbohydrates 4 • Protein 4

Ingredients:
Chicken Breast Meat Tenders, Marinated in Water and
Sea Salt. Breaded with Rice Flour, Water, Yellow Corn
Flour, Sea Salt, Xanthan Gum, Dried Whole Eggs, Yeast,
Cane Sugar, Black Pepper, Onion Powder, Garlic Powder.
Flash fried in Organic Expeller Processed Soybean Oil to
set breading.
ALLERGEN INFORMATION: Contains Egg

Our Products are all natural.
No Preservatives
No Artificial Ingredients
No Fillers
No more than minimally processed
Produced in our own Georgia processing facility

Our Family proudly providing your
family with chicken since 1910.
SAFE HANDLING
INSTRUCTIONS

THIS PRODUCT WAS PREPARED FROM INSPECTED AND
PASSED MEAT AND/OR POULTRY. SOME FOOD PRODUCTS
MAY CONTAIN BACTERIA THAT COULD CAUSE ILLNESS IF
THE PRODUCT IS MISHANDLED OR COOKED IMPROPERLY.
FOR YOUR PROTECTION, FOLLOW THESE SAFE HANDLING
INSTRUCTIONS.
KEEP FROZEN.

Our Gluten Free Tenders are made with
the same great tasting chicken we use
in our regular tenders.
Produced by: Cloverfield Food,
Columbus, GA 31909
Hatched, raised and harvested in the U.S.
cloverfieldfood.com
© Cloverfield Food. All rights reserved.

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KEEP RAW MEAT AND POULTRY SEPARATE
FROM OTHER FOODS. WASH WORKING
SURFACES (INCLUDING CUTTING BOARDS),
UTENSILS, AND HANDS AFTER TOUCHING
RAW MEAT OR POULTRY.
COOK THOROUGHLY.
KEEP HOT FOODS HOT. REFRIGERATE
LEFTOVERS IMMEDIATELY OR DISCARD.

CONTAINS UP TO 6% MARINADE OF WATER AND SEA SALT

Breaded
CHICKEN BREAST

Bake: Preheat oven to 375°F.
Spread frozen Tenders on a baking
sheet and bake for 25-30 minutes.

TENDERS

CONTAINS
CONTAINS UP
UPTO
TO 6%
6% MARINADE
MARINADE
OF
OF WATER
WATER AND
AND SEA
SEA SALT
SALT