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.

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* 1. What age group do you fall under:

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

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* 3. Where is your farm operation located?

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

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* 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.

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* 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?

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* 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?

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

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

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

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

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* 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. 

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

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* 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.

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* 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.

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

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

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* 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.

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* 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.

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