1. Created by:
The Daily Value
Ben Stauss
Jaclyn Jorgenson
Evan Brown
Mackenzie Erickson

2. 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.
2

3. 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.
3

4. 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
4

5. 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
5
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.

6. 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.

7. Industry Overview
Snacking Industry
According to the 2016
Convenience Store News
Industry 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).
7
50%
21%
0%
10%
20%
30%
40%
50%
60%
PercentageofRespondents
Snack Consumption
Per Day
2014 2010
According to a 2015
Mintel study, 94% of
Americans reported that
they snacked at least
once a day

8. 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).
8
Industry Overview
Increase in
demand for
healthy snacks
Increase in
demand for
organic products
Increase in
demand for
organic farmers

9. 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).
9
$28
$22
$17
$12
$0
$5
$10
$15
$20
$25
$30
Category of Snacks
AmountofDollars(inbillions)
Amount of Money Spent on Snacks in
North America
Salty Refrigerated Vegetables/Fruit Cookies/Cakes

10. 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.
10
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”.

11. 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.
11

12. Methods
12
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.

13. 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.

14. Price
14
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
Wisconsin
Resident
Tuition $9,227
Room $3,605
Meals $2,550
Total Per Year $15,382
Figures according to The University of Wisconsin – La Crosse

15. 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.
15
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.

16. 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.
16
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

17. 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.
17
64%
10%
9%
4% 3% 3%
Biggest Potential Barrier to Purchasing a
Mighty Bar
Price Don’t Consume
Other Availability
Lack of Knowledge None

18. 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).
18
80% 78%
52%
20%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
PercentageofRespondents
Where Do You Buy Your Snack Food?
Bix Box Stores Regional Grocery Chains Convenience Store Co-Op Drug Retail

19. 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.
19
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.
31
51
0
10
20
30
40
50
60
NumberofRespondents
Where Do You Typically Purchase Snacks
Like The Mighty Bar?
Convienence Stores Grocery Store Chains
*zero respondents selected options of online or other

20. Distribution
20
62%
38%
0%
10%
20%
30%
40%
50%
60%
70%
PercentageofRespondents
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.

21. 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.
21
Meat Section
10%Snack Aisle
63%
By The
Checkout
Counter
27%
Meat Section Snack Aisle By The Checkout Counter
Where Would You Look For The Mighty Bar?

22. 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).
22
Eye
Catching

23. 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.
23
80.5%
19.5%
0% 20% 40% 60% 80% 100%
Likely
Not
Likely
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).

24. 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.
24
One
Mighty
Bar
One
Mighty
Bar
$6

25. 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.
25

26. 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
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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.
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an-ancient-trail-food-finds-new-fans
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students-are-working-while-in-school/
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healthy-lifestyle/
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27. References
27
Hanson, A. (2016, January 21). The 2016 Forecast for Snacks. Retrieved March 06,
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forecast-snacks
Hartman Group. (2008). Consumer Understanding of Buying Local. Hartbeat,
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Horovitz, B. (2015, January 19). Younger Folks Want Healthier Food. Retrieved March
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from
http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4826
Investopedia. (2011, July 27). 10 Reasons Why Online Grocery Shopping is Failing.
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grocery-shopping-is-failing/3/#25838fe55713
Market Analysis. (n.d.). Retrieved April 27, 2016, from
https://www.ota.com/resources/market-analysis
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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
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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

28. 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
28

29. 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

30. 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

31. 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
31

32. 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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33. 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
33

34. 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
34