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  1. Surveys
  2. 2012
  3. September
  4. C
  5. CDA Wave 2
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Exit Survey »
 
 
Hello!
Welcome to our survey.
It will take approximately 10 minutes to complete the questions.

Your participation in this study is completely voluntary. Please read the instructions for each question and then answer them, giving us your opinions. You may stop the survey and come back to it, if you are interrupted.

Your survey responses will be strictly confidential and data from this research will be reported only in total.

Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.
 
 
 
What is your gender?
 
Male
 
Female
 
 
 
What is your age range?
 
24 and under
 
25-35
 
36-45
 
46-55
 
56-65
 
66+
 
 
 
When it comes to purchasing groceries for you or your household, which of the following description fits you the best?
 
I do most of the grocery shopping
 
I occasionally do the grocery shopping
 
I rarely do the grocery shopping
 
I never do the grocery shopping
 
 
 
Which of the following fresh produce items (not canned or frozen) did you purchase in the last year - by last year we mean Summer 2011 through Summer 2012? (Check all that apply):
 
Sweet Corn on the cob
 
Bananas
 
Lettuce
 
Tomatoes
 
Watermelons
 
Cantaloupes
 
None of these

 
 
 
Are you or any members of your household or close friends employed in any of the following occupations? (Check all that apply):
 
A manufacturer of consumer electronics (such as computers, televisions, etc.)
 
A market research company or department
 
A grocery store, produce distributor or produce grower
 
An advertising agency or public relations firm
 
An automobile manufacturer
 
None of these

 
 
 
In what state do you reside?
 
 
 
Which of the following fresh produce items did you buy this summer - 2012? (Check all that apply):
 
Lettuce
 
Watermelons
 
Bananas
 
Strawberries
 
Oranges
 
Cantaloupes
 
Sweet Corn on the cob
 
Peaches
 
None of the above

 
 
How likely are you to buy each of the following produce items this next coming summer - summer 2013?
Definitely will not buy Probably will not buy May or may not buy Probably will buy Definitely will buy
Sweet corn on the cob
Cantaloupes
Watermelons
 
 
 
You said you probably or definitely will NOT buy cantaloupes next summer– 2013. Why is that?
   
 
 
 
Did any of the following produce items make news in your grocery stores or in the media (TV, radio, newsprint, Internet) during this summer - 2012? (Check all that apply):
 
Sweet corn on the cob
 
Lettuce
 
Cantaloupes
 
Watermelons
 
Peaches
 
Bananas
 
None of the above

 
 
 
What specifically did you see or hear about produce items from your grocery stores, the Internet or in the media this summer - 2012?
   
 
 
 
Thinking now about cantaloupes, did you hear or see any of the following specific items from your grocers or in the news during this summer only – we are talking about this summer 2012 only - in this question? (Check all that apply)?
 
Listeria infection in cantaloupes that caused deaths
 
Cantaloupe information on the Internet, for example Facebook, YouTube, etc.
 
Cantaloupe growers featured on a TV or radio show
 
Newspaper articles on cantaloupes
 
Cantaloupe billboards
 
Cantaloupe eating contests
 
Cantaloupe farmers talking about their produce
 
Cantaloupes on sale at a fruit stand or farmer’s market
 
TV advertising for cantaloupes
 
Illnesses due to bacteria issues for cantaloupes
 
Label stickers on the cantaloupes that said the location where they were grown
 
Grocery store ads for cantaloupes
 
None of the above

 
 
 
What growing region or state did you hear that the cantaloupe illness/death issue came from during this summer - 2012? (Check all that apply):
 
Imported cantaloupes from Mexico and South America
 
California
 
Several states in the USA
 
Midwestern USA (for example, Indiana, Kentucky, Ohio)
 
Eastern USA (for example North Carolina, Maine, Massachusetts)
 
Colorado
 
Other
 

 
 
 
What growing region(s) in Colorado did you hear the summer 2012 cantaloupe illness/death issue came from? (Check all that apply):
 
Cantaloupes from the Rocky Ford area were affected.
 
Cantaloupes from the Palisade area were affected.
 
Cantaloupes only from Jensen Farms in Holly, Colorado
 
Cantaloupes from the Hygiene area were affected.
 
Cantaloupes from the Olathe area were affected.
 
Cantaloupes from one grower only in Colorado.
 
All Colorado cantaloupes were affected.
 
Other
 

 
 
 
Which of the following brand names of produce have you heard of? (Check all that apply):
 
Earth Bound Lettuce
 
Chiquita Bananas
 
Palisade Peaches
 
Olathe Sweet Corn
 
Sunkist Oranges
 
Driscoll Strawberries
 
Rocky Ford Cantaloupes
 
None of the above

 
 
 
Which of the following brand name produce items did you buy this summer – 2012? (Check all that apply):
 
Rocky Ford Cantaloupes
 
Sunkist Oranges
 
Palisade Peaches
 
Chiquita Bananas
 
Earth Bound Lettuce
 
Driscoll Strawberries
 
Olathe Sweet Corn
 
None of the above

 
 
 
Which of the following statements are most accurate regarding your buying fresh produce this summer - 2012. (Check all that apply):
 
I bought Colorado grown produce this summer - 2012
 
I bought Colorado cantaloupes this summer - 2012
 
I bought Colorado produce –it’s just I did not buy cantaloupes from Colorado
 
I bought Colorado cantaloupes but I waited to see if they were safe this year
 
I bought Colorado cantaloupes because my grocer stocked them
 
I bought Rocky Ford Cantaloupes
 
None of the above

 
 
 
You said you waited to buy Colorado cantaloupes this summer – 2012, to see if they were safe, what specifically convinced you to buy them? Please write down anything you may have seen or heard or what it was that convinced you to buy Colorado cantaloupes?
   
 
 
 
Think now specifically about Rocky Ford Cantaloupes, from Rocky Ford, Colorado. What, if anything, did you see or hear about Rocky Ford cantaloupes either in the media, Internet or in your grocery stores this summer - 2012?
   
 
 
 
Which of the following messages are you aware of either in the media, Internet or in your grocery stores regarding Rocky Ford Cantaloupes that you may have heard or seen this summer – 2012? (Check all that apply):
 
Jensen Farms filed for bankruptcy
 
USDA inspections were increased with both unannounced and announced inspections
 
Rocky Ford growers invested a million dollars in safety equipment
 
Cantaloupes from Rocky Ford make you smile
 
Rocky Ford Cantaloupes are great for food and beverage recipes
 
Jensen Farms was at fault in 2011 for listeria in cantaloupes not Rocky Ford cantaloupes
 
Colorado Proud promoted Rocky Ford cantaloupes
 
Shortages of Rocky Ford cantaloupes
 
Rocky Ford cantaloupe growers are families with generations of growing experience
 
Cantaloupe boxes with Hirakata Farms logo
 
Rocky Ford cantaloupes are sweet and juicy
 
Rocky Ford Cantaloupes are superior in taste and quality
 
Grocery store ads that featured Rocky Ford cantaloupes
 
Rocky Ford cantaloupes are safe to eat
 
None of the above
 
Other
 

 
 
 
Think about where you do the majority of your shopping for fresh produce (fruits and vegetables). For some of you, it might be in several stores – but mark below which one store where you do most of your fresh produce shopping. (Check one):
 
King Soopers
 
Sunflower Farmers Market
 
Whole Foods
 
Natural Grocers by Vitamin Cottage
 
Safeway
 
Albertson’s
 
Sprouts Farmers Market
 
Local farmer’s market or fruit / produce stand
 
Wal-Mart
 
Other
 
 
 
The safety of food products in Colorado and the USA is something that concerns all of us. We’d like to know your opinions on produce sold in Colorado and the USA. By produce, we mean fresh fruits and vegetables (not canned or frozen).

How much do you agree with the following statements? On a scale of 1 to 9, with 1= I completely disagree and 9 = I completely agree, mark which number best represents your actions.
1= Completely Disagree 2 3 4 5 6 7 8 9=Completely Agree
I believe produce growers from my state – Colorado – deliver fruits and vegetables that are safer than other states.
I shop at my local farmer’s markets for produce because I feel I can trust the farmers for safe produce more than produce I buy at grocery stores.
If the US federal government agencies approve produce products, I trust they are safe to eat.
I believe Colorado produce at my grocery store is safer than buying from a farmer in a market or roadside stand because my grocery store takes extra steps to ensure it’s safe.
I believe cantaloupes from the Rocky Ford Colorado growing region are safer to eat vs. other regions of Colorado.
If a 3rd party, independent produce safety inspector approves produce products, I trust they are safe to eat.
I believe produce from national brand name companies like DOLE, CHIQUITA or SUNKIST are safer to eat than produce grown by farmers in Colorado.
I think Colorado produce is safer to eat vs. produce from other countries like Chile, Mexico, and New Zealand.
I believe organic produce is safer to eat.
If my grocery store puts produce on their shelf for sale, I trust that it is safe to eat because they have checked it out.
If the Colorado state government agencies approve produce products, I trust they are safe to eat.
I believe corn on the cob from the Olathe, Colorado growing region is safer to eat vs. corn from other regions of Colorado.
I believe produce from certain Colorado growing regions are safer to eat vs. other regions of Colorado.
 
 
We’d like to know more about your behaviors around fresh produce (fruits and vegetables) you buy in the grocery store, at roadside stands or in farmers’ markets.

How much do you agree with the following statements? On a scale of 1 to 9, with 1= I completely disagree and 9 = I completely agree, mark which number best represents your actions.
1=Completely Disagree 2 3 4 5 6 7 8 9=Completely Agree
I thoroughly wash fruits and vegetables that I plan to peel – potatoes, cucumbers, bananas, oranges, etc.
I always buy organic produce.
I believe Colorado produce tastes better than produce from other states in the USA.
I thoroughly wash the outside of fruit before cutting into it – mangos, pineapple, cantaloupes, water melons, bananas, grapefruit, etc.
I prefer to buy Colorado produce at grocery stores or farmer’s markets because I want to support local farmers.
If my grocery store gives me information about the local farmer that grows the fruits and vegetables, I am more likely to trust and buy produce that comes from that farm.
I believe the taste of produce from certain growing regions in Colorado like Olathe corn, Palisade peaches or Rocky Ford cantaloupe is superior to these same produce items from other areas of Colorado.
I thoroughly wash all my fruit and vegetables before eating them – lettuce, beans, corn, apples, strawberries, and raspberries.
Colorado produce is fresher than produce from other states.
 
 
 
You are doing great! The next three questions are for classifications purposes only and then you are done.


Which of the following best describes where in Colorado you live now?
 
Western Slope
 
Arkansas Valley
 
Front Range
 
San Luis Valley
 
Mountain communities
 
Eastern Plains
 
Other
 
 
 
 
Which of the following categories represents your total annual household income?
 
$19,999 or less
 
$20,000 - $39,999
 
$40,000 - $59,999
 
$60,000 - $79,999
 
$80,000 - $99,999
 
$100,000 - $120,999
 
$121,000 or more
 
Prefer not to answer
 
 
 
Which category best describes your ethnic background?
 
African American
 
American Indian, Eskimo, Aleut
 
Asian or Pacific Islander
 
Hispanic or Latino
 
White or Caucasian
 
Prefer not to answer
 
Other
 
 
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