Verified Beef Production Plus (VBP+) Program

This survey is being conducted by students in the Agribusiness program at Olds College. This survey will gather information regarding producers' perceptions of the different attributes, requirements, and incentives in relation to different agriculture assurance models. The data collected will be used to assess the Verified Beef Production Plus (VBP+) program delivery.

This survey will take approximately 10 minutes to complete. The survey will open from March 8th, 2021 to March 18th, 2021. Please be assured that all answers you provide will be kept confidential and anonymous. Thank you for taking the time to participate in our survey.

Question Title

* 1. What age group do you fall under:

Under 18

18-24

25-34

35-44

45-54

55-64

65+

Question Title

* 2. Which of the following applies to your operation? Click all that apply.

Beef Cow/Calf Operation

Beef Stocker/Grasser

Beef Background or Finishing Feedlot

Dairy or Poultry Operation

Pork Operation

Student/Non-operator

Other (please specify)

Question Title

* 3. Where is your farm operation located?

Northern Alberta- north of Edmonton

Central Alberta- between Calgary and Edmonton

Southern Alberta - south of Calgary

Province other than Alberta (in Canada)

Outside of Canada

Other (please specify)

Question Title

* 4. If you chose "Province other than Alberta" or "Outside of Canada" for the question above. Please specify below where your operation is located.

Question Title

* 5. Branded programs have specific criteria (pre-production or post-production) that differentiate its products from other similar products. This brand is identified through a logo on the product. What type of brand program (program specific brand requirements) would you consider participating in? Click all that apply.

Program that prioritizes product quality

Program that prioritizes environmental stewardship

Program that prioritizes animal care

Program that prioritizes what animals are fed

All of these appeal to me

None of these sound appealing to me

Question Title

* 6. A mandated program is one where all operations participate, and the logo is representative of all practices and is intended to increase national market share without a financial incentive to each operation. A premium is a potential financial incentive available for operations who meet criteria represented by brand or logo.
What type of program would you be more willing to participate in?

Mandatory

Voluntary

Question Title

* 7. The Canadian beef industry exports 70% of products to overseas markets. To maintain or increase market share for beef against competing proteins and other exporting nations, do you feel participation in a mandatory program encompassing all production practices would be a benefit? If so, please explain why? If not, please explain why?

Question Title

* 8. Are you certified with the Verified Beef Program? If so, what are the main benefits that attract you? In not, leave question blank.

Question Title

* 9. How important is it to you how programs position their brands and verify what their brand claims?

Not very important

Somewhat important

Neutral

Important

Very important

Not very important

Somewhat important

Neutral

Important

Very important

Question Title

* 10. How important to you is the way in which programs drive supply (mandated or premium)?

Not very important

Somewhat important

Neutral

Important

Very important

Not very important

Somewhat important

Neutral

Important

Very important

Question Title

* 11. Do you currently participate in a mandatory or voluntary program? If so, what program and how do you feel about it?

Question Title

* 12. A consumer facing logo is a logo that is placed on a product and is regulated by the Canadian Food Inspection Agency. For example, Certified Angus Beef or Dairy Farmers of Canada logos. What program, if any, are you currently participating in that has a consumer-facing logo? If so, please indicate which program. If none, leave blank.

Question Title

* 13. If you participate in a branded program, why? Rank the following in order of priority (1 = high priority and 5 = lowest priority)

The program is easily accessible and fits my current production model

The program is regionally available

The program aligns with the values of our operation

The program offers a financial incentive or reward

The program is mandatory

Question Title

* 14. What priorities of a branded beef program do you feel are most important to the beef industry? Rank each from 1 = most important and 6 = least important.

Monetary Incentive

Breed considerations

Animal care considerations

On-farm food safety considerations

Biosecurity considerations

Environmental considerations

Question Title

* 15. In relation to the previous question, if there are other program types you feel would be important, please include them below. If not, leave blank.

Question Title

* 16. What would attract you to participate in a program? Click all that apply.

Direct monetary incentive

Recognition of operation production practices through a consumer-facing logo

Industry Expectation

None of the above

Question Title

* 17. What is your likelihood of participating in a specific training program to gain entry into a branded beef program?

Very likely

Likely

Neutral

Not likely

Very unlikely

Very likely

Likely

Neutral

Not likely

Very unlikely

Question Title

* 18. If you were to consider participation in a voluntary, branded program, what would be a barrier to your involvement? Please click all that apply.

Lack of understanding of the program

Lack of labour resources for implementation

Lack of financial resources for implementation

Not enough incentive or recognition

Not enough confidence in the market targeted by the program

Geographical limitations to accessibility of the market

Operation not large enough to warrant participation

Other (please specify)

Question Title

* 19. Would you be willing to be interviewed to help us further our knowledge in this topic? If so please leave your email below. If not, leave this field blank.