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1. Do you or someone in your household shop at the grocery store?

Do you or someone in your household shop at the grocery store? Yes, at least once a week

Yes, every 2 weeks

No, not at all

2. When shopping at the grocery store, what do you typically purchase? (Mark all that apply)

When shopping at the grocery store, what do you typically purchase? (Mark all that apply) Produce

Frozen Foods

Meats

Alcohol

Packaged Snacks

3. Where do you prefer to purchase produce from?

Where do you prefer to purchase produce from? Chain Grocery store

Club Stores (ex: Costco, Sam's Club, etc)

Farmers Market

Local Grocery store

Other

4. What is your perception of "Organic" lettuce compared to conventionally grown lettuce?
The following is a list of attributes associated with lettuce. Organic lettuce is:

	Completely False	Somewhat False	No Difference	Somewhat True	Completely True
Healthier	*What is your perception of "Organic" lettuce compared to conventionally grown lettuce? The following is a list of attributes associated with lettuce. Organic lettuce is: Healthier Completely False	Healthier Somewhat False	Healthier No Difference	Healthier Somewhat True	Healthier Completely True
More Nutritious	More Nutritious Completely False	More Nutritious Somewhat False	More Nutritious No Difference	More Nutritious Somewhat True	More Nutritious Completely True
A Better Value	A Better Value Completely False	A Better Value Somewhat False	A Better Value No Difference	A Better Value Somewhat True	A Better Value Completely True
More Environmentally Friendly	More Environmentally Friendly Completely False	More Environmentally Friendly Somewhat False	More Environmentally Friendly No Difference	More Environmentally Friendly Somewhat True	More Environmentally Friendly Completely True
More Natural	More Natural Completely False	More Natural Somewhat False	More Natural No Difference	More Natural Somewhat True	More Natural Completely True
Supports Smaller Growers	Supports Smaller Growers Completely False	Supports Smaller Growers Somewhat False	Supports Smaller Growers No Difference	Supports Smaller Growers Somewhat True	Supports Smaller Growers Completely True
Better Tasting	Better Tasting Completely False	Better Tasting Somewhat False	Better Tasting No Difference	Better Tasting Somewhat True	Better Tasting Completely True

5. What does the term "Organic" mean to you in relation to the produce? (Mark all that apply)

What does the term "Organic" mean to you in relation to the produce? (Mark all that apply) Produce that is healthier than related conventional produce

Produce grown without pesticides

Produce that is grown sustainably

Produce that is inspected more than conventional produce

Produce that is grown with natural pesticides, or no pesticides

Produce that is inspected by the USDA

Produce inspected by independent "certifiers" of organics

I don't know

6. Would you be willing to pay more for an organic product?

Would you be willing to pay more for an organic product? Yes

7. If so, how much more are you willing to pay for an average basket of organic groceries (percentage wise), compared to an average basket of conventional groceries?

If so, how much more are you willing to pay for an average basket of organic groceries (percentage wise), compared to an average basket of conventional groceries?

8. Please provide a number from the scale listed below, which best describes your perception of organically grown lettuce.

	Does Not Describe At All	Describes Slightly	Describes Somewhat	Describes Very Well	Describes Extremely Well
Fresh Looking	*Please provide a number from the scale listed below, which best describes your perception of organically grown lettuce. Fresh Looking Does Not Describe At All	Fresh Looking Describes Slightly	Fresh Looking Describes Somewhat	Fresh Looking Describes Very Well	Fresh Looking Describes Extremely Well
No Preservatives	No Preservatives Does Not Describe At All	No Preservatives Describes Slightly	No Preservatives Describes Somewhat	No Preservatives Describes Very Well	No Preservatives Describes Extremely Well
Known Brand	Known Brand Does Not Describe At All	Known Brand Describes Slightly	Known Brand Describes Somewhat	Known Brand Describes Very Well	Known Brand Describes Extremely Well
Convenient to Buy	Convenient to Buy Does Not Describe At All	Convenient to Buy Describes Slightly	Convenient to Buy Describes Somewhat	Convenient to Buy Describes Very Well	Convenient to Buy Describes Extremely Well
Fresh Tasting	Fresh Tasting Does Not Describe At All	Fresh Tasting Describes Slightly	Fresh Tasting Describes Somewhat	Fresh Tasting Describes Very Well	Fresh Tasting Describes Extremely Well
Ready-to-eat	Ready-to-eat Does Not Describe At All	Ready-to-eat Describes Slightly	Ready-to-eat Describes Somewhat	Ready-to-eat Describes Very Well	Ready-to-eat Describes Extremely Well
Organically Grown	Organically Grown Does Not Describe At All	Organically Grown Describes Slightly	Organically Grown Describes Somewhat	Organically Grown Describes Very Well	Organically Grown Describes Extremely Well
Convenient to Use	Convenient to Use Does Not Describe At All	Convenient to Use Describes Slightly	Convenient to Use Describes Somewhat	Convenient to Use Describes Very Well	Convenient to Use Describes Extremely Well
Is a High Quality Product	Is a High Quality Product Does Not Describe At All	Is a High Quality Product Describes Slightly	Is a High Quality Product Describes Somewhat	Is a High Quality Product Describes Very Well	Is a High Quality Product Describes Extremely Well
Precut and Packaged	Precut and Packaged Does Not Describe At All	Precut and Packaged Describes Slightly	Precut and Packaged Describes Somewhat	Precut and Packaged Describes Very Well	Precut and Packaged Describes Extremely Well
Always Available	Always Available Does Not Describe At All	Always Available Describes Slightly	Always Available Describes Somewhat	Always Available Describes Very Well	Always Available Describes Extremely Well
Grown by Local Farmers	Grown by Local Farmers Does Not Describe At All	Grown by Local Farmers Describes Slightly	Grown by Local Farmers Describes Somewhat	Grown by Local Farmers Describes Very Well	Grown by Local Farmers Describes Extremely Well
Good Value for the Price	Good Value for the Price Does Not Describe At All	Good Value for the Price Describes Slightly	Good Value for the Price Describes Somewhat	Good Value for the Price Describes Very Well	Good Value for the Price Describes Extremely Well
Easily Accessible	Easily Accessible Does Not Describe At All	Easily Accessible Describes Slightly	Easily Accessible Describes Somewhat	Easily Accessible Describes Very Well	Easily Accessible Describes Extremely Well

9. Please provide a number from the scale listed below which best describes your perception of conventionally grown lettuce.

	Does Not Describe At All	Describes Slightly	Describes Somewhat	Describes Very Well	Describes Extremely Well
Fresh Looking	*Please provide a number from the scale listed below which best describes your perception of conventionally grown lettuce. Fresh Looking Does Not Describe At All	Fresh Looking Describes Slightly	Fresh Looking Describes Somewhat	Fresh Looking Describes Very Well	Fresh Looking Describes Extremely Well
No Preservatives	No Preservatives Does Not Describe At All	No Preservatives Describes Slightly	No Preservatives Describes Somewhat	No Preservatives Describes Very Well	No Preservatives Describes Extremely Well
Known Brand	Known Brand Does Not Describe At All	Known Brand Describes Slightly	Known Brand Describes Somewhat	Known Brand Describes Very Well	Known Brand Describes Extremely Well
Convenient to Buy	Convenient to Buy Does Not Describe At All	Convenient to Buy Describes Slightly	Convenient to Buy Describes Somewhat	Convenient to Buy Describes Very Well	Convenient to Buy Describes Extremely Well
Fresh Tasting	Fresh Tasting Does Not Describe At All	Fresh Tasting Describes Slightly	Fresh Tasting Describes Somewhat	Fresh Tasting Describes Very Well	Fresh Tasting Describes Extremely Well
Ready-to-eat	Ready-to-eat Does Not Describe At All	Ready-to-eat Describes Slightly	Ready-to-eat Describes Somewhat	Ready-to-eat Describes Very Well	Ready-to-eat Describes Extremely Well
Organically Grown	Organically Grown Does Not Describe At All	Organically Grown Describes Slightly	Organically Grown Describes Somewhat	Organically Grown Describes Very Well	Organically Grown Describes Extremely Well
Convenient to Use	Convenient to Use Does Not Describe At All	Convenient to Use Describes Slightly	Convenient to Use Describes Somewhat	Convenient to Use Describes Very Well	Convenient to Use Describes Extremely Well
Is a High Quality Product	Is a High Quality Product Does Not Describe At All	Is a High Quality Product Describes Slightly	Is a High Quality Product Describes Somewhat	Is a High Quality Product Describes Very Well	Is a High Quality Product Describes Extremely Well
Precut and Packaged	Precut and Packaged Does Not Describe At All	Precut and Packaged Describes Slightly	Precut and Packaged Describes Somewhat	Precut and Packaged Describes Very Well	Precut and Packaged Describes Extremely Well
Always Available	Always Available Does Not Describe At All	Always Available Describes Slightly	Always Available Describes Somewhat	Always Available Describes Very Well	Always Available Describes Extremely Well
Grown by Local Farmers	Grown by Local Farmers Does Not Describe At All	Grown by Local Farmers Describes Slightly	Grown by Local Farmers Describes Somewhat	Grown by Local Farmers Describes Very Well	Grown by Local Farmers Describes Extremely Well
Good Value for the Price	Good Value for the Price Does Not Describe At All	Good Value for the Price Describes Slightly	Good Value for the Price Describes Somewhat	Good Value for the Price Describes Very Well	Good Value for the Price Describes Extremely Well
Easily Accessible	Easily Accessible Does Not Describe At All	Easily Accessible Describes Slightly	Easily Accessible Describes Somewhat	Easily Accessible Describes Very Well	Easily Accessible Describes Extremely Well

10. Do you know what food miles is?

Do you know what food miles is? Yes

11. How important are food miles to you when considering buying produce?

How important are food miles to you when considering buying produce? Extremely Important

Very Important

Somewhat Important

Not Very Important

Not Important At All

12. What are your perceptions of food miles in produce? (Mark all that apply)

What are your perceptions of food miles in produce? (Mark all that apply) How far you can stretch the usefulness of an individual piece of produce

The distance food is transported from the time it is produced until it reaches the consumer

The mileage put on tractors during the cultivation of produce

I don't know

13. Would you be interested in paying more for a product if it had beneficial food miles?

Would you be interested in paying more for a product if it had beneficial food miles? Yes

14. How much more would you be willing to pay for a product with appealing food miles (percentage wise)?

How much more would you be willing to pay for a product with appealing food miles (percentage wise)?

15. How often do you shop at a Farmers Market?

How often do you shop at a Farmers Market? Once a week

At least every 2 weeks

About once a month

About once a year

Not at all

16. Is produce grown from a smaller grower more desirable than commercially grown produce to you?

Is produce grown from a smaller grower more desirable than commercially grown produce to you? Yes

17. Do you know how far your produce has traveled before you purchase it?

Do you know how far your produce has traveled before you purchase it? Yes, I purchased it from a local grower

Yes, I follow a specific produce company

Yes, Other

No, I have no idea

It isn't very important to me

Other (please specify)

18. Are you Male or Female?

Are you Male or Female? Male

Female

19. What state do you reside in?

What state do you reside in?

20. Do you have any children under the age of 18 living at home?

Do you have any children under the age of 18 living at home? Yes

21. Please indicate the level of education you have completed.

Please indicate the level of education you have completed. Grade School or less

Some High School

High School Graduate

Some College

College Graduate

Post Graduate Work

22. Are you employed?

Are you employed? Employed, Full Time

Employed, Part Time

Student

Not Employed

Retired

23. Please indicated what age range you fall under?

Please indicated what age range you fall under? 18-24

25-29

30-34

35-44

45-54

55-64

65+

24. Which of the following ranges best describes your household income before taxes?

Which of the following ranges best describes your household income before taxes? Under $20,000

$20,000-$29,999

$30,000-$39,999

$40,000-$59,999

$60,000-$74,999

$75,000-$149,999

$150,000 or more