Created by: The Daily Value

Ben StaussJaclyn JorgensonEvan BrownMackenzie Erickson

Transmittal Document

TO: Lewis Goldstein, Vice President of Brand Marketing at Organic Prairie

FROM: The Daily Value

SUBJECT: Promoting and Distributing the Organic Prairie Mighty Bar

DATE: May 5th, 2016

The attached report, requested by Organic Prairie on February 3rd, 2016, discusses specific characteristics pertaining to the snacking trends, meat jerky industry, as well as the organic food market. Furthermore, you will find recommendations based on our research to help promote and distribute the Mighty Bar.

This report examines key findings in the following areas:

Price: The Daily Value team researched the role that price makes in the purchase of a snack product.

Distribution: We examined what type of stores people purchase meat jerky products and where they would potentially look for this item.

Promotion: Based on our findings the Daily Value team recommends several different promotional tactics that Organic Prairie can utilize.

The Daily Value team completed both primary research and secondary research. Primary research included a survey sent out to University of Wisconsin La-Crosse students. The questions in the survey correlate with the secondary research that was obtained using multiple search engines from the UW-L Murphy Library website and other online resources. The team also conducted a taste test with various student groups on campus. Results of this research are discussed more fully in the report, with recommendations given on how to best leverage the information provided, to your company’s advantage.

We would be pleased to discuss this report and its conclusions with you at your request. Our team thanks you for your confidence in selecting us to prepare this comprehensive report.

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Executive Summary

Hitting the market in December 2015, the Mighty Bar by Organic Prairie is a 100% grass-fed, organic beef snack bar. With the current demand for protein packed, organic products, the Mighty Bar offers a convenient snacking option for on-the-go consumers. The Mighty Bar remains differentiated in the beef-snack market by way of creative flavors, and organic ingredients. Multiple advertising, distribution and pricing tactics will be used to drive awareness, interest and trial. Targeted demographics for the Mighty Bar is comprised of the Millennial generation ranging in ages from 18-30 year olds. Millennial consumer preferences continue to lean towards brands who offer secondary benefits such as sustainable business practices. This aligns with Organic Prairie’s values, mission and typical target consumer.

Furthermore, primary and secondary research was conducted and analyzed in regards to current consumer preferences and trends towards products such as the Mighty Bar. This comprehensive marketing plan works to competitively position the Mighty Bar in the marketplace to increase sales and market share. Backed by the wholesome Organic Prairie brand, and sound marketing strategy, the Mighty Bar is on track for sustainable success.

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Table of Contents

Introduction 5

Grazing the Pasture

Snacking Industry 7

Organic Food Market 8

Meat and Jerky Industry 9

Target Market Analysis 10

Organic Element 11

Methods 12

Plowing the Field

Price 14

Distribution 18

Promotion 22

References 26

Appendices

A. Survey Questions 29

B. Taste Test Questions 33

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Organic Prairie is a brand of organic meats produced by the same farmer-owned co-op as Organic Valley. Their mission is to provide your family with “the healthiest, most wholesome meat, raised humanely in accordance with organic principles and practices – respecting the dignity and interdependence of human, animal, plant, soil and global life.” (Organic Prairie). They provide various products ranging from organic beef and chicken to snack items. Their products are brought to you by family farms who allow their animals free access to the outdoors and graze organic pastures. They don’t produce any of their meat with harmful pesticides, antibiotics or hormones.

Introduction

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Organic Prairie has requested that the Daily Value consulting team research and identify characteristics relating to their target market (18-30 year olds) for their new product, the Mighty Bar. The Organic Prairie Mighty Bar is a beef jerky bar packed with protein made from 100% grass-fed organic beef. They come in two different flavors; cranberry and sunflower seed, and uncured bacon and apple (Organic Prairie). With their target market in mind, the Daily Value team will develop a marketing plan and recommendations that Organic Prairie can effectively use within their marketing tactics of promotion and distribution for the Mighty Bar.

Snacking Industry

Organic Food Market

Meat and Jerky Industry

Before starting a marketing plan it is essential to analyze external environments. With that being said, the Daily Value team researched the snacking industry, the meat

and jerky industry, and the organic food market. Research showed positive results throughout all three

industries showing continuous predicted growth.

Industry Overview

Snacking Industry

According to the 2016 Convenience Store NewsIndustry Forecast Study, salty snacking is forecasted as a 2016 trend. The industry is predicted to see total dollar sales to rise by approximately 7% (Hanson, 2016). The predicted rise could be a result of the average full time work week is increasing. Average work week hours are reaching nearly 47 hours, which means consumers are having less time to prepare full meals resulting in the reliance on snack options. More specifically, higher protein snack options allow individuals to remain fuller for a longer duration of time (Berman, 2014). According to a 2015 Mintel study, 94% of Americans snack at least once a day. In 2014, 50% of adults ate three or more snacks per day, which is up from 21% in 2010 (Sloan, 2015).

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50%

21%

0%

10%

20%

30%

40%

50%

60%

Pe

rcen

tag

e o

f R

esp

on

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nts

Snack Consumption Per Day

2014 2010

According to a 2015 Mintel study, 94% of

Americans reported that they snacked at least

once a day

Organic Food Market

Trending within the snacking industry is the demand for healthy snacks. The organic food industry has risen substantially over the last decade. Demand has grown by double digits every year since the 1990s (Market Analysis). Organic products are available in roughly 20,000 natural food stores and 3 out of 4 conventional grocery stores (Greene, 2014). The demand for organic products is strong enough that the market managers in the USDA’s survey felt more organic farmers are needed in order to meet the consumer demand (Greene, 2014). Furthermore, a recent Consumer Report survey shows that 84% of American consumers purchase organic food (Market Analysis). In 2014, organic food and non-food sales totaled $39.1 billion dollars (Market Analysis).

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Industry Overview

Increase in demand for

healthy snacks

Increase in demand for

organic products

Increase in demand for

organic farmers

Industry Overview

Meat and Jerky Industry

Another important industry to take a look at is the meat jerky industry. Research shows this is also on the rise and consumers have jerky on their snacking radars. According to a global study conducted by Nielsen, meat snacks, like jerky and dried meat grew by 15% in North America. According to market research from IRI, in 2015, Americans spent $2.8 billion on dried meat snacks (Burnett, 2016). The spike in jerky popularity has been triggered by the country’s obsession with protein (Ferdman, 2015).

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$28

$22

$17

$12

$0

$5

$10

$15

$20

$25

$30

Category of Snacks

Am

ou

nt

of

Do

lla

rs (

in b

illi

on

s)

Amount of Money Spent on Snacks in North America

Salty Refrigerated Vegetables/Fruit Cookies/Cakes

Target Market

Target Market Focus

In selecting an appropriate target market for the Mighty Bar we narrowed in on the given age range of 18-30. The primary research of the taste test and survey focused on the lower to mid range of this scale, about 18-23.The 82 taste test subjects fell within the age range of 18-28. With 96% of these subjects being between the ages of 18-23. The survey reflected 44 respondents within the ages of 18-30. The majority of respondents from the survey were between the ages of 18-23. Through our research process, it didn’t appear we had a large enough pool of subjects to test the upper 24-30 year old demographic. Therefore, Daily Value has decided to focus our recommendations of the Mighty Bar to the 18-23 age group.

Specifically targeting this generation has the potential to lead to loyal, lifetime consumers for the Mighty Bar and Organic Prairie as a whole.

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According to Forbes, “60% said that they [Millennials] are often or always

loyal to brands that they currently purchase. The sooner you build a relationship and deep connection

with Millennials, the better because they will continue to buy from you as

an adult”.

Organic Element

Millennials and Organics

The Millennial generation is comprised of current 18-34 year olds. This generation has now reached 82 million people, in comparison to the 77 million Baby Boomers (NCOC). The purchasing power of the Millennial group continues to grow, and become increasingly prevalent. In an article from Goldman Sachs, “Millennials are poised to reshape the economy; their unique experiences will change the ways we buy and sell, forcing companies to examine how they do business for decades to come”. This opportunity to target a generation with new interests, and growing ability to spend creates a gap that could be perfect for the Mighty Bar to fill.

Millennials are looking to purchase fresh, new organic products when grocery shopping. In an article from USA Today, “30% of Millennials say they regularly buy organic food according to a study by Technomic” (USA Today YEAR). The article continues to read from a study conducted by the U.S. Department of Agriculture, “Millennials have helped the organic market grow almost 9.5% in 2011”. Aside from the idea that Millennials are looking to purchase healthier, organic food options, they are also interested in overall product values. Surprisingly, Millennials are highly interested in the secondary benefits achieved from purchasing a certain brand of product or service. Forbes released an article stating that “75% of Millennials said that it’s either fairly or very important that a company gives back to society, instead of just making a profit. Millennials love brands that support their local communities and would rather purchase from them than competitors”. In regards to the Mighty Bar, and the corporate social responsibility and sustainability attributes that Organic Valley has a whole, the Millennial generation is an ideal market to target.

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Methods

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Taste Test

After further analysis of secondary research sources, Daily Value decided to execute two methods of primary research. These methods consisted of several taste test groups, as well as an online survey. Daily Value felt providing samples of the Mighty Bar to subjects would allow for thorough understanding of the jerky product. Both the uncured bacon and apple as well as the cranberry sunflower seed flavor options were presented to each taste test participant. Along with the sample bars was a questionnaire asking each participant to indicate ten separate responses. These questions touched on all aspects of the Mighty Bar, including texture, flavor, packaging, distribution, barriers and likeliness of future purchases. The taste test reflected responses from 88 undergraduate majors at the University of Wisconsin La Crosse ranging in age from 18-28. The findings of the taste test will be presented with figures and recommendations.

Survey

The survey was sent to 500 undergraduate students at the University of Wisconsin - La Crosse. These students were selected as a simple random sample, and sent out through the Qualtrics survey software. After allowing the survey to be active for one week, 44 completed responses were evaluated. Since the survey didn’t allow for participants to physically try the product, the questions were more behavioral based. The survey urged for responses regarding where to buy, how often people snack, and how much they would be willing to pay for snacking foods. This information was found to be useful in making recommendations towards distribution and pricing aspects.

Price

Distribution

Promotion

When it’s time to plant a different crop every farmer needs to plow and prepare the fields. The same holds true for every

marketing plan that a company puts into place. After further analyzing our target market and conducting both primary and

secondary research, we have developed an array of recommendations to properly connect with the 18-23 age group. The following sections contain information and data pertaining

to price, distribution, and promotion of the Mighty Bar.

Price

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Working More

When it comes to the 18-24 year old age group research showed that most of them are driven by a very important factor, price. A survey from Citigroup reports that almost 80% of students work at least part-time jobs during the school year (Fang, 2013). On average students are working 19 hours a week (Fang, 2013). Even on campus work-study programs such as the one here at UWL limit qualifying students to 20 hours a week. Additionally, they are paid at the least current federal minimum wage (Financial Aid).

Increase in expenses

Decrease in disposable income

More Expenses

Research did point to the fact that students are working more than 20 hours a week as well and many of them holding full-time positions totaling at least 35 hours a week (O'Shaughnessy, 2013). This may be true but parents are contributing less towards their children’s college education (Fang, 2013). This means students need to earn extra money while in school in order to cover those expenses.

2016-2017 Estimated Undergraduate Cost of Attendance

WisconsinResident

Tuition $9,227

Room $3,605

Meals $2,550

Total Per Year $15,382

Figures according to The University of Wisconsin – La Crosse

Price

College Student Budget

Below is a display of one of our group member’s monthly expenses. Assuming that this student saves 20% each pay period to pay for their tuition expenditures and other big expenses such as a car and car insurance. This spread shows that college students don’t have much disposable income making it difficult to buy more expensive products.

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Monthly Expenses

Hourly Wage $10.50

Hours worked per week 20

$210.00

Earnings after 2 weeks $420.00

Tax Reductions

Federal Tax (10%) $42.00

State Tax (4%) $16.80

Total Tax Reductions $58.80

$361.20

less savings (20%) $72.24

Net Weekly Income $288.96

Monthly Net Income $577.92

Expenses

Rent $365

Electric $30

Internet $25

Remaining Income $157.92

This spread did not account for grocery, transportation, or entertainment expenses each month. It is not likely that a college student within the target market would spend roughly half of their remaining income to maintain a monthly snacking habit of the Mighty Bar. Buying the box of 24 for $73 is spending approximately 50% of the remaining pay.. Even buying the box of 12 for $40 would leave roughly $100 dollars for the month.

Price

Price Expectations

The primary data survey exemplified this important price factor. When respondents were asked how much in general they would pay per snack item the average value was $2.04. In further detail the respondents were asked what price they were willing to pay per individual beef jerky snack. The average price from respondents was $1.65.

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Competitor Prices

Primary research shows that competitors, such as Jack Links, are selling meat jerky nuggets for $2.00 in the UWL vending machines. Prices were also relatively similar throughout convenience stores such as Kwik Trip as well. Further research showed that even other organic grass fed beef jerky are selling for lower prices. Rocky Mountain Organic Meats, organic grass fed jerky sells for $8.90 per 3 oz. package. This equates to roughly $2.96 per oz. compared 12 pack of Mighty Bars where each bar sells for $3.33 per oz.

Mighty Bar Price At People’s Coop $3.99

Average price willing to pay for beef jerky snack $2.04

Average price willing to pay for snack item

$1.65

Price

Taste Test Results

The Daily Value taste test data also reports that price is the biggest barrier for consumers. This was ranked among other options such as lack of knowledge, availability, other, don’t consume meat snacks, and none. This particular question was open ended with the respondents having no prior knowledge to the Mighty Bar price. Of the 82 respondents 64% of the respondents said that price would be the biggest barrier to them purchasing this product.

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64%10%

9%

4% 3% 3%

Biggest Potential Barrier to Purchasing a Mighty Bar

Price Don’t Consume

Other Availability

Lack of Knowledge None

Distribution

What Stores to Put The Mighty Bar In

Grocery shopping is considered a social experience. According to the USDA FoodAPS respondents, it was most likely that they would shop at a supermarket or a supercenter. This would be similar to a Target or a Festival Foods. According the Organic Trade Association, 78% of organic buyers purchase organic foods at conventional supermarkets. Over half of them also shop organic at “big box” stores. The Daily Value’s survey data reported that the top rated places that respondents shopped on a typical grocery trip were big box stores (ie. Target/Walmart) as well as regional grocery stores (ie. Festival). These two options were closely followed by convenience stores. The two lowest rated options were the Co-Op and drug retail stores (ie. Walgreens).

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80% 78%

52%

20%24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Per

cen

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Where Do You Buy Your Snack Food?

Bix Box Stores Regional Grocery Chains Convenience Store Co-Op Drug Retail

Distribution

Another aspect the Daily Value team took into consideration when researching was the use of online distribution. It was concluded through secondary and primary research that this is not a reliable distribution channel to reach the target market with this snack option. Due to the frequency of purchase for meat snack products, online purchasing doesn’t appeal to the consumer between the ages 18-24. According to an article published by Forbes, one of the reasons online grocery shopping fails is the fact that consumers dislike delivery time windows and speed. Online grocery shopping requires advance planning and can not accommodate impulse purchases, not to mention the amount of time between online purchase and delivery. With snacking being a frequent activity throughout the day waiting for your snacks to be delivered is a barrier to most when purchasing snack products.

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In the taste test data results it was evident that everyone surveyed the best places to have the Mighty Bar available for sale are grocery store chains and convenience stores. IBISWorld, says that grocery chains account for 84.1% of current jerky sales and convenience stores account for 13.4% of current jerky sales (IBIS). Making sure the Mighty Bar is in these two shopping locations will eliminate the barrier of consumer’s availability to the product.

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51

0

10

20

30

40

50

60

Nu

mb

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esp

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Where Do You Typically Purchase Snacks Like The Mighty Bar?

Convienence Stores Grocery Store Chains

*zero respondents selected options of online or other

Distribution

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62%

38%

0%

10%

20%

30%

40%

50%

60%

70%

Pe

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tag

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esp

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Would You Be Willing to Pay More For This Item Over Another Snack Because

of Its Sustainable Features?

YES

NO

Other Store Possibilities

With the research saying that people seem to buy their snacks everywhere but online, Organic Prairie needs to make their product available in new channels to their consumers. One potential retailer that stands out is Recreation Equipment Incorporated (REI). REI’s clientele include those who are passionate about the outdoors and sustainability, concepts that the Mighty Bar and Organic Prairie are also passionate about. Having the product available in these stores will emphasize the Mighty Bar’s secondary benefits as well as it’s main problem solving characteristics of having high protein level, shelf stability, and it’s ability to satisfy hunger. REI has 184 locations nationwide that is heavily concentrated in California (with 29), a place that both Organic Prairie, and REI find a lot of success. The ability to partner with REI could provide Organic Prairie with innovative channels directly to their desired target market.

Distribution

Where to Put The Mighty Bar In Stores

Following the concern of what purchasing locations to distribute through, the Daily Value team took a closer look at the availability of the bar to the consumers and the ease of being able to find it within the store. The Mighty Bar could fall within a variety of categories such as snack foods, meat foods, organic foods and on-the-go products. This ability to fall in many locations in the store can make the product aggravating for the consumer to find and buy. The participants of the taste test were asked to indicate where they would look to purchase the mighty bar in the store. The options included; the snack aisle, near the checkout, or meat foods section. As you can see from the graph it is evident to avoid the meat section of a store. Organic Prairie should aim for the snack aisle or the checkout counter for the easiest way to increase ease of purchase to consumers.

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Meat Section10%Snack Aisle

63%

By The Checkout Counter

27%

Meat Section Snack Aisle By The Checkout Counter

Where Would You Look For The Mighty Bar?

Promotion

Point of Purchase Display

There are multiple ways to combat this price barrier through promotion. One

efficient method to reach both of these potential targets is to have the product in the

snack aisle in combination with a point of purchase or end cap display that allows

the product to be offered in two areas. Putting an innovative, eye catching or

informative end cap or counter display would add to the likeliness of consumers

reaching the product within the store. In the case of the Mighty Bar, we need to

create awareness for the new product beyond just allowing our consumers to find it

in the store. Along with catching the customer’s attention, displays can be used to

try and help educate the consumer. Adding some sort of informative or eye catching

display that can help explain the secondary benefits of this product (Organic, Gluten

free, Grass feed Beef, etc.) to further educate the customer could be beneficial. When

properly educated 66% of people are willing to pay more for organic products

(Hartman, 2014).

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Eye Catching

Promotion

In Store Samples

Another way to move past the barrier of price is to offer free sampling in stores. This will give consumers a chance to become comfortable with the Mighty Bar because it is a new concept. The Daily Value Team found that there was an overwhelming support of the Mighty Bar when it came to the flavor, texture, and size during our taste tests. Once the subjects were able to have a trial experience, it was evident that repurchase was a likely opportunity. The taste test questionnaire asked respondents to indicate if there likeliness of purchasing the Mighty Bar based on their overall experience.

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80.5%

19.5%

0% 20% 40% 60% 80% 100%

Likely

NotLikely

Percentage of Respondents

Likelihood Of Purchasing The Mighty Bar In The Future

As you can see above the Mighty Bar was well received through the taste test and the likeliness for future purchasing was very high. The Daily Value team believes this similar concept will increase the likelihood of consumers purchasing the Mighty Bar in the store. According to TIME Magazine, “In terms of reaching consumers, free samples are often much more powerful, and much cheaper than traditional advertising.” (Tuttle, 2011).

Promotion

Bundling The Mighty Bar

Another recommendation that the Daily Value team suggests based on the distribution factors is selling the Mighty Bars in bundles of smaller quantities at convenience stores such as Kwik Trip. Providing options in smaller quantities such as two bars for $6 dollars allows the Mighty Bar to have a competitive price point. If placed next to other meat snacking options this strategy will provide a unique and different option for the consumer. Currently two common prices are $2 for a Meat bar from Jack Links, or $9 for a Bag of Jerky from Jack Links. These price bundles and sales will combine with the free samples to allow the consumers to try the product.

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One Mighty

Bar

One Mighty

Bar$6

Promotion

Public Relations Campaign

In addition to the above mentioned promotion plans, Daily Value suggests the use of a public relations campaign to continue to better the community. It seems as though the news is constantly relaying information on yet another natural disaster somewhere on the globe. Many nations around the planet lose thousands of lives, homes, businesses and sources of food. Organic Prairie, and Organic Valley alike specialize in organic, high protein meat and dairy products. These high in nutrition, shelf stable snacks are ideal for struggling nations with little access to these basic resources.

Cases of the Mighty Bar, and possibly other Organic Valley products could be shipped to pre-designated areas based upon need. Potential taglines could feature, “Make Houston Mighty Again”, etc. This mission has room for scale, expansion, and raised support from Organic Prairie consumers. The use of video news releases, and or informative news articles could be used to inform citizens on this new venture. This act leads to an increased sense in secondary benefits for the Mighty Bar consumers. Overall, leading to more satisfied consumers, and a healthier society.

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References

26

A Snacking Nation: 94% of Americans Snack Daily. (2015, July 9). Retrieved April 29, 2016, from http://www.mintel.com/press-centre/food-and-drink/a-snacking-nation-94-of-americans-snack-daily

Berman, J. (2014, October 02). Americans Spending More On Snacks, Less On Actual

Real Food. Retrieved March 06, 2016, from http://www.huffingtonpost.com/2014/10/02/snack-meal-spending_n_5913166.html

Brester, G. (2012, April). Dried Beef Industry Profile. Retrieved April 19, 2016, from

http://www.agmrc.org/commodities-products/livestock/beef/dried-beef-industry-profile/

Burnett, J. (2016, March 4). Crazy For Jerky: An Ancient Trail Food Finds New Fans.

Retrieved March 06, 2016, from http://www.npr.org/sections/thesalt/2016/02/01/463954925/crazy-for-jerky-an-ancient-trail-food-finds-new-fans

Fang, M. (2013, August 07). Nearly 80 Percent Of Students Work While In School. Retrieved April 27, 2016, from http://thinkprogress.org/economy/2013/08/07/2428351/nearly-80-of-students-are-working-while-in-school/

Ferdman, R. A. (2015, January 30). Why Beef Jerky, The Manly, Protein-packed Snack,

has Become so Damn Popular. Retrieved March 06, 2016, from https://www.washingtonpost.com/news/wonk/wp/2015/01/30/why-beef-jerky-the-manly-protein-packed-snack-has-become-so-damn-popular/

Ferdman, R. A. (2014, September 30). The Definitive Guide to How People Around the

World Snack. Retrieved April 19, 2016, from https://www.washingtonpost.com/news/wonk/wp/2014/09/30/the-wacky-world-of-international-snacking/

Financial Aid - Federal Work-Study. (n.d.). Retrieved April 27, 2016, from

http://www.uwlax.edu/finaid/Student-employment/ Galin, E. (2012, September 06). Students Choose Organic Food For Healthy Lifestyle.

Retrieved April 29, 2016, from http://college.usatoday.com/2012/09/06/students-choose-organic-food-for-healthy-lifestyle/

Greene, C. (2014, April 7). USDA ERS - Organic Agriculture: Organic Market Overview.

Retrieved April 27, 2016, from http://www.ers.usda.gov/topics/natural-resources-environment/organic-agriculture/organic-market-overview.aspx

References

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Hanson, A. (2016, January 21). The 2016 Forecast for Snacks. Retrieved March 06, 2016, from http://www.csnews.com/product-categories/candy-snacks/2016-forecast-snacks

Hartman Group. (2008). Consumer Understanding of Buying Local. Hartbeat,

Retrieved February 27, 2016, from http://www.hartman-group.com/hartbeat/2008-02-27

Horovitz, B. (2015, January 19). Younger Folks Want Healthier Food. Retrieved March

06, 2016, from http://www.usatoday.com/story/money/2015/01/19/healthy-food-nielsen-global-health--wellness-study/22000167/

IBISWorld. (2016). Meat Jerky Production in the US. Retrieved February/March, 2016,

from http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4826

Investopedia. (2011, July 27). 10 Reasons Why Online Grocery Shopping is Failing.

Retrieved April 27, 2016, from http://www.forbes.com/sites/investopedia/2011/07/27/10-reasons-why-online-grocery-shopping-is-failing/3/#25838fe55713

Market Analysis. (n.d.). Retrieved April 27, 2016, from

https://www.ota.com/resources/market-analysis Millennials: Coming of Age. (n.d.). Retrieved March 06, 2016, from

http://www.goldmansachs.com/our-thinking/pages/millennials/index.html O'Shaughnessy, L. (2013, February 5). More Students Corking (a lot) in college.

Retrieved April 27, 2016, from http://www.cbsnews.com/news/more-students-working-a-lot-in-college/

Rocky Mountain Organic Meats. Retrieved April 29, 2016, from,

https://rockymtncuts.com/product/organic-snacks/organic-grass-fed-honey-beef-jerky-gluten-free/

Rudararkanchana, N. (2013, October 23). Here's Who Eats Natural And Organic Foods,

And Why: Market Research. Retrieved March 06, 2016, from http://www.ibtimes.com/heres-who-eats-natural-organic-foods-why-market-research-1437858

Schawbel, D. (2015, January 20). 10 New Findings About Millennial Consumer.

Retrieved April 29, 2016, from http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/2/#5b42f01542b8

References

Sloan, A. E. (2015, April). The Top Ten Food Trends. Retrieved March 06, 2016, from http://www.ift.org/food-technology/past-issues/2015/april/features/the-top-ten-food-trends.aspx?page=viewall

Tuttle, B. (2011, February 17). The Power of Freebies: Why Companies Pay to Give Free

Samples to Supermarket Customers | TIME.com. Retrieved April 27, 2016, from http://business.time.com/2011/02/17/the-power-of-freebies-why-companies-pay-to-give-free-samples-to-supermarket-customers

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Appendices

29

A. Organic Prairie Survey

Q1 How often do you snack? According to Dictionary.com snacking defined as a small portion of food or drink or a light meal, especially one eaten between regular meals.

1. Once a month

2. Once a week

3. Once a day

4. 2+ times a day

Q2 What do you snack on? Check all that apply

1. Chips/Pretzels

2. Fruits/Vegetables

3. Candy/Sweets

4. Crackers/Cookies

5. Other ____________________

Q3 When do you snack? Check all that apply

1. Before breakfast

2. In between breakfast and lunch

3. Between lunch and dinner

4. After dinner

Q25 Where do you snack? Check all that apply

1. At home

2. On-the-go

3. In the car

Appendices

Q4 How important is it for your snack food to be healthy?

Extremely important

1. Very important

2. Moderately important

3. Slightly important

4. Not at all important

Q6 Where do you buy your snack food? Check all that apply

1. Big Box Stores (ie. Walmart or Target)

2. Regional Grocery Stores (ie. Festival)

3. Co-Op

4. Convenience Stores (ie. Kwik Trip)

5. Drug Retail (ie. Walgreens or CVS)

Q19 In general, how much do you pay per item? If you buy in bulk please think in terms of per item

______ Price per item (in dollars)

Q5 Would you consider beef jerky as a snack?

1. Yes

2. No

Q7 If no, why not?

Q20 If you bought beef jerky as a snack item what packaging quantity would you prefer?

1. Individual

2. Box of 12

3. Box of 24

30

Appendices

Q21 What price would you be willing to pay for an individual beef jerky snack?

______ Price per individual beef jerky snack (in dollars)

Q22 What price would you be willing to pay for a box of 12 beef jerky snacks?

______ Price per box of 12 (in dollars)

Q23 What price would you be willing to pay for a box of 24 beef jerky snacks?

______ Price per box of 24 (in dollars)

Q8 On a typical trip to buy groceries do you buy organic food?

1. Always

2. Sometimes

3. Never

Q9 What product categories do you buy organic food in? Check all that apply

1. Meat

2. Fruit/Vegetables

3. Grains

4. Snacks

5. Dairy

6. Other ____________________

Q11 How important is the nutritional value of your food?

1. Extremely important

2. Very important

3. Moderately important

4. Slightly important

5. Not at all important

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Appendices

Q12 What nutritional values are the most important? Rank in order of importance, 1 being the most important and 5 being the least important.

______ Protein

______ Omega 3's

______ Carbohydrates

______ Vitamin sources

______ Other

Q14 What is your gender?

1. Male

2. Female

3. Prefer not to answer

Q15 What is your age?

1. 18-20

2. 21-23

3. 24-26

4. 27-30

5. Other ____________________

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Appendices

B. Taste Test Questions

Taste Test Questions- Please select one answer.

1: Disagree Age: _________

2: Somewhat Disagree

3: Somewhat Agree CRANBERRY SUNFLOWER

4: Agree APPLE BACON

How often do you purchase meat snack products?

Never 1-2 times a month 3-4 times a month More than 4 times a month

Does the packaging of the Mighty Bar make you more likely to buy this product?

1 2 3 4

What type of packaging would make you most likely to buy the Mighty Bar?

Individual Bars Box of 12 Box of 32 Bulk (More than 32)

Where do you typically purchase snack products like the Mighty Bar?

Convenience stores Grocery chains Online Other, please Specify _____

In a store where would you most likely look for the Mighty Bar?

By the checkout counter In the snack aisle In the meat section

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Appendices

Do you enjoy the flavor of the Mighty Bar?

1 2 3 4

Do you enjoy the texture of the Mighty Bar?

1 2 3 4

Is the portion/size of the Mighty Bar is substantial enough for a snack?

1 2 3 4

Would you be willing to pay more for this item over another snack Item because of it sustainable features (organic, non-gmo, grass fed beef)?

Yes No

What would be the greatest potential barrier to you purchasing this product?

______________________________________________

What aspect of the Mighty Bar impressed you?

_______________________________________________

How willing would you be to purchase the Mighty Bar in the future?

Very Likely Somewhat Likely Somewhat Unlikely Not Likely

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