136626614 community supported fishery marketing research

Community Supported Fishery

Alex Corwin Elizabeth Frey Abel Gachou Meghana Indurti Karmen Leung

Table of Contents Executive Summary

2

Secondary Research

3

Stage One Research Objectives & Questions

4

Method: Procedure & Rationale

4

Recruiting & Participant Profiles

5

Data Reduction Process

5

Summary of Findings & Supporting Examples

5-7

Survey Questions

7

Stage Two Research Objectives & Questions

8

Method: Procedure & Rationale

8

Recruiting & Participant Profiles

8

First Order Analysis

9 - 11

Second Order Analysis

12

Appendices Stage 1 A-E Stage 2 F-H

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Executive Summary “Would a Community Supported Fishery work in Virginia?� Community Supported Fisheries like Community Supported Agriculture programs guarantee producers a market for their product while giving customers access to fresh local foods. CSFs have been successfully launched in Durham, North Carolina and Boston, Massachusetts. In collaboration with Virginia Sea Grant our research team has set out to determining the ideal CSF design with which to target the William and Mary faculty and staff in order to facilitate an assessment of the feasibility of a CSF in the Williamsburg area. An online survey was deployed, from which we were able to analyze the responses on 88 members of the William and Mary faculty and staff on eight questions regarding the ideal CSF marketing mix. We found that participants want variety and prefer common finfish, scallops, shrimp, and crab over other species. The ideal CSF program would consist of a half-share (1-3 lbs) of filleted or pan ready fish delivered bi-weekly over a six-month period with a P.M. pickup time between Monday and Thursday. Share options should be priced to reflect a 10% premium and should include recommended recipes to go with the fish. In the event of shortages, participants will accept up to a third of their share as frozen seafood. Though participants are already likely to join a Williamsburg CSF they would be even more likely to do so if they had the option of a one-month trial period. In addition, we found that household size does not affect share size preferences, nor does income affect likeness to join. Adherence to the above recommendations we believe would provide the ideal marketing mix to specifically target William and Mary faculty and staff.

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BACKGROUND RESEARCH OVERVIEW: Through our secondary research we aimed to gain a better understanding of the CSF program. We examined various CSF initiatives along with current existing programs. With this background research we were able to design an interview guide that was used to structure the conversation during our seven indepth interviews. Ultimately we hope the qualitative insights we gained from these interviews will help inform future decisions made about creating a sustainable CSF in Williamsburg.

Secondary Research

CSF Overview: A community-supported fishery (CSF) is a shore-side community of people collaborating with the local fishing industry, connecting fishermen directly to local markets. CSF members pay for a “share” of the fishermen’s catch, giving the fishing community financial support in advance of the season, and in return receive a share of seafood on a regular basis. CSF is tailored after the community-supported agriculture (CSA) model, which provides subscribers with farm-fresh shares of produce and other local food products. CSFs aim to support local fishermen, improve sustainability, connect consumers to a fresh and healthy supply of local seafood, and foster a rewarding relationship between the local fishermen and consumers.

! (ii) How fish is prepared and delivered: One of the main goals of a CSF is to establish a transparent and efficient chain of custody from boat to fork. In the Port Clyde CSF, Co-op fishermen take extra steps to improve their product quality. They have adopted new practices that greatly reduce bacteria count, which makes a significant difference in seafood quality, especially when E x i s t i n g C S F P ro g r a m s : T h e f i r s t fishermen are at sea several days at a time. CSFs also Community Supported Fishery and Aquaculture create flexible delivery schedules that give local program was launched in Port Clyde, Maine in 2007. members options for when to pick up their share.

Since then, CSF projects have been a growing trend throughout the nation. There are now dozens of CSF ! (iii) Existing environmental concerns of programs across the country. To get a better idea of consumers: For many species of commonly eaten fish, the possibilities for structuring a CSF program in such as haddock, cod, and flounder, the rate of Williamsburg, our group looked into various existing consumption exceeds the rate at which the fish can CSFs, including the Walking Fish CSF at Duke reproduce. Some consumers are also worried about water University, the Port Clyde CSF in Maine, pollution in local bays and rivers, which may affect the Charlottesville CSF in Virginia, Monterey in Santa quality of the catch.

Cruz, and Off The Hook in Atlantic Canada. ! (iv) Seafood from safe, trusted sources: The (i) Existing options/packages and pricing: In United States imports 80% of its consumed fish. Of this the Walking Fish program, consumers have two the FDA only checks 2%, making the safety of processing options, headed and gutted, or filleted. consuming fish highly questionable. In contrast, local These share options were priced at $10.25/lb for fishermen in CSF programs provide CSF members with a filleted and $9.25/lb for headed and gutted. Shares safer, more sustainable source of fresh and healthy are delivered in 1-2 or 3-5 lb packages. Other CSFs seafood. Members who partake in this initiative will are much pricier. Local catch in Monterey Bay for know where the seafood came from, and how and when example charges $20 for 1-1.5lbs of fish fillets. it is caught. !

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Research Objectives & Questions GOAL: We designed specific questions aimed at gaining detailed information from our interview participants regarding the feasibility of launching a local CSF initiative in Williamsburg. Our research questions are structured around the four marketing mix elements of Product, Price, Place and Promotion. Through our findings and discoveries, we hope to be able to identify ways to garner interest and commitment from a target consumer group. Moving forward, we aim at constructing a sustainable local CSF with the goal of connecting local fishermen to their market in Williamsburg.

Through these research questions below we hope to gain insightful information for our objectives of each category. Our primary objectives for “Product” questions are to get an understanding of clients’ expectations for share packages. For example, what types of fish do they want, and in what quantities? For “Place” we aim to identify the location and delivery methods most convenient for potential CSF customers. In examining “Price”, our objectives are to identify the value consumers place on the combination of goods and services that make up a CSF. Our “Promotion” objectives are to seek out the perceived benefits of a CSF and to find the best communication channels to reach our target markets.

Research Questions Our overarching question is, assuming people were to subscribe to a CSF program in Williamsburg, how should we design the marketing mix in order to attract the most interest and commitment from local customers?

The following are preliminary questions and concerns we had about each of the four elements of the marketing mix:

Method: Procedure & Rationale

1.) What product qualities and specifications are most desirable for potential CSF participants? E.g. Variety, quantity, duration, flexibility, level of processing (cleaned vs. fillets) and information about food preparations and recipes 2.) When, where, and how a potential customer would desire to receive or obtain the products they have purchased?

3.) Compared to other methods of purchasing fish, what is an appropriate price for different products and services that could be provided through the CSF? 4.) What type of information is needed to properly promote the CSF?

Interview method- (in person): Based on our research objectives, we felt that in-depth interviews were the best method to gain the information that we needed. A few factors account for our choice to opt for one-on-one interviews in person. For one, we were facing considerable budget and time constraints. With only a two-week window within which to plan and conduct our interviews, we opted to keep things as simple as possible for ourselves. Furthermore, our interviewers are relatively inexperienced. From this standpoint, in-depth interviews are much more manageable for beginning researchers in comparison to say focus group interviews. Additionally in-depth interviews ensured that participants could respond freely since they were away from social pressures. This became very important as we found out, since each of our participants had very different lifestyles that impacted their answers. For example, one of our participants until recently had been a devout vegan. Finally, by conducting the interviews in person, usually in the participant’s office or classroom, we were able to connect with them on a more personal level, and incorporate a word association activity into our interviews. All interviews were video recorded with the participant’s permission and then transcribed to word documents.

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Recruiting & Participant Profiles In an attempt to identify other potential target markets for the CSF, William and Mary faculty and staff members were interviewed. Faculty members are an ideal category because they are not only representative of the W&M Community, but are in addition a representation of the local community of Williamsburg as well. By choosing to interview W&M faculty and staff, it allows us easy access to obtain an outlook on the older demographic surrounding this area. By finding faculty and staff from the business school, physical sciences and athletic department, we were able to gain multiple perspectives on our CSF initiative and project.

In total we interviewed seven W&M faculty and staff members. From the seven interviewees, four were male and three were female. Their ages’ ranged from the mid 20’s to the early 70’s. The majority of our interviewees live in a suburban area. Four of those interviewed were Mason School of Business Faculty, two were coaches from the athletic department, and the final participant was a Physical Science professor.

Data Reduction Process From our multiple interviews, our group had a tremendous amount of data and information to sort through regarding our respondents’ opinions on their ideal CSF marketing mixes. To reduce, categorize, and consolidate all of our data, we used an impressionistic approach by dividing a large poster paper into the categories of product, place, price, and promotion. At this point we reviewed each interview transcript, jotting down key insights and factors onto sticky notes. We then placed each sticky note in its relevant category.

Afterwards, we combined similar data entries and further categorized them under larger themes. This process allowed us to visually construct our findings into the beginnings of a functioning conceptual model. In addition, we kept track of the correlations in our participants’ responses. For example, we found a positive relationship between amount of participants’ knowledge of local fish varieties and magnitude of selectivity of fish types.

Summary of Findings & Supporting Examples PRODUCT People liked variety but some were wary: We asked a few questions in order to get an overall sense of potential product preferences. We found that our participants want to have a variety of fish. This includes both shellfish and fin-fish. They also expressed a desire for both oily fish and flaky fish, especially those who are conscious of the health benefits of Omega 3’s. When asked how they felt about having no prior knowledge of the type of fish they would be receiving, most participants stated that they like the surprise.

Respondents are drawn to the idea of branching out and trying new foods and new recipes.

However, some of the people we interviewed expressed a desire for limited variety or a “selected variety,” whereby they could be given a list of potential species and choose the ones they want to receive. One of these participants is much more knowledgeable of the local seafood selection, while two others are allergic to certain types of shellfish.

Those who were less choosy seem to have a relatively limited knowledge of local fish species, and thus welcomed the idea of surprise and the idea of someone with more expertise making the decision for them.

People prefer fillets: Most of our participants expressed a desire to have their fish filleted.

When asked if they would be willing to fillet their own fish, if someone showed them how, people were hesitant. We found that the primary issue at hand is not a matter of knowhow, but rather that people prefer the convenience of less prep work and cleanup, not to mention the odor caused by undesired fish parts. This finding seems to correspond with the experiences of several existing CSFs. Both Off the Hook and Walking Fish incorporate fillets into their options.

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Household size determines portion size, but flexibility is a plus!: We found that household size was the number one determinant for preferred share size. Those with larger families tended to want more fish, such as 3-5 lbs of whole fish. Single participants or couples without kids were wary of committing to share sizes above 2 pounds.

Respondents also want the ability to occasionally buy extra fish, especially for when they have company. In our primary research, we found that other CSFs such as Off the Hook were able to incorporate this service. We recommend that any CSF established in Williamsburg offer the same flexibility.

Alternative lifestyles might be an attractive target for a CSF: Lifestyles of the participants also correlate with the amount of fish they lean towards. Those who have had minimal experience with fish are hesitant to commit to larger portions. However one of our participants was a vegan who recently turned vegetarian, and admitted that fish has become an important source of protein in her diet. This individual wants a disproportionately larger share of fish and is especially enthusiastic about the prospect of a “more ethical source of meat”. From this, we infer that vegetarians may make a small but enthusiastic core group to target.

PLACE Pickup should combine grocery store accessibility with drive-through efficiency: We found that our participants expect their pickup experience to be comparable with their grocery store experience. Many are not willing to drive further than 5-10 miles from their house. Respondents emphasized that the location should be a familiar public place that is convenient to get to, and should be a quick-in and quick-out.

Most people want to pick up their share on a weekday afternoon after work. Several want their pick-up early in the week, either on a Monday or Tuesday. These participants want to consume their share throughout the week as their weekends are usually unpredictable. These respondents fit into the younger and unmarried demographic. However, one of our older interviewees said he would prefer to have his share over the weekend.

To our amusement, this person also took his garbage collection day into consideration.

Tendencies toward a bi-weekly schedule: In terms of pickup schedules, we found that four of our participants want a biweekly schedule. Some lean towards this schedule as a way to mitigate the risks involved with longterm commitments. However one participant did predict that it would be more convenient for his share delivery to correspond with his bi-weekly pay schedule, stating that it would also align with his family’s grocery shopping habits. On this note it is interesting to observe that the two participants who are interested in a weekly delivery are both young and without families.

PROMOTION Make it credible and authentic: The most popular means to getting the interviewees to subscribe to the CSF programs appears to be Word of Mouth. Many indicated that there is more credibility attached when the message flows from a friend, family member or acquaintance. Many participants also liked what social media, such as Facebook and Twitter, as well more conventional methods like email, would bring. If the CSF were to partner with other local organizations whose primary objective was sustainability, this would give them a sense of credibility as well as an established audience to promote to. Developing a presence at farmer’s markets, Trader Joe’s, CSA pick-ups and other similar eco-friendly sites would help reach a receptive market. Finally, direct mail would be a more targeted form of promoting to those less connected with the Internet.

Let ‘em try it out: Many respondents also indicated an interest in a trial period before committing to a schedule.

Generally people view a subscription as a very large commitment, especially one that they are uncertain about due to a lack of familiarity and perceived risk.

A trial period might be an effective way before deciding on what share they prefer. By first doing a trial period, the concerns regarding serving size and quality of fish may be addressed.

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“Feel good benefits” and a “more ethical form of meat”: Participants mentioned a number of perceived benefits that we believe should be stressed in the promotion of a Williamsburg CSF. The first of these are the healthy advantages one would receive from fresh seafood. Participants talked about the benefits of Omega 3s, lean protein, and mercury-free fish. Additionally, there are a whole host of feel-good benefits attached to this subscription, such as the feeling of strengthening local community ties, reducing the carbon footprint, and building a long-term and rewarding relationship between local consumers and their fishermen.

PRICE

Survey Questions

Six out of our seven interview participants said they would be willing to pay a premium (usually 5%-10%) over grocery store prices for the seafood they receive through a CSF. None of our respondents expect to pay a price lower than store prices for CSF products. However no one was willing to pay a premium above 25%. It is clear that this price tag reflect perceptions of higher quality and the extra “feel good benefits” associated with the product. Admittedly, some of our respondents value these extra benefits more so than others. This translated into a higher willingness to be inconvenienced. Our vegetarian participant was willing to drive much farther (25 min) and spend more time (15 min) at the pickup location than our non-vegetarian participants.

5. If you were interested in a trial period, and not 1. What type of schedule would you prefer? taking into consideration the schedule, how many a.) Weekly (receive a share once a week) b.) Bi-weekly (receive a share once every 2 shipment orders would make you feel comfortable to committing to a CSF program? weeks) a.) 1 c.) 3 e.) not interested b.)

2 d.) 4 2. On a scale of 1-10, how easy is it to incorporate shellfish into a family meal in terms of how convenient it is to cook? On a scale of 1-10, how easy is it to 6. How much more of a premium will you pay for incorporate finfish into a family meal in terms of how fish from a CSF program? a.) 5-10% c.) 25-30% convenient it is to cook? b.) 15-20% d.) 35-40% 3. When would you like to have your share delivered? a.) On a Monday or Tuesday so that you could 7. Do you think that you would be more likely to join a CSF if you had a trial period? have your fish throughout the week b.) Later in the week, such as on a Thursday or Friday so you can have your share on the weekend 8. Are you a vegetarian or vegan?

4. Would you be interested in purchasing a two-week 9. Would you consider turning to a CSF to fill your 7 regular diet needs? (e.g.: vitamins, protein, etc.) trial period before committing to a full season?

Research Objectives Our second stage of research involved a joint online survey created in Qualtrics that was distributed to the William & Mary and VIMS community via the VIMS website. Participants from the William & Mary Faculty and Staff community were mainly recruited via email. This approach enabled us to ensure that we collectively addressed all research questions while simplifying recruitment, guaranteeing that we had enough participants to run a reliable statistical analysis.

Method & Rationale We sought to determine the ideal CSF marketing mix based on the preferences of the William & Mary Faculty and Staff. Our survey contained eight total questions in which participants were given the opportunity to construct their “ideal CSF” by selecting their prefered product options, indicating their price expectations, choosing their most convenient time of pickup and also providing feedback on potential promotional programs.

Participant Recruiting Participants were recruited from the William & Mary faculty and staff.

Everyone within this group had some level of college education, with the majority having obtained a 4-year or Master’s degree. The largest income group was the 75,001-100,000 bracket and the majority of those surveyed lived in a Williamsburg zip code. A 67% majority of those surveyed were female (Exhibits 1- 4).

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1.

2.

3.

First Order Analysis Participants were asked to indicate what seafood species they would like included in a Williamsburg CSF. The options given were common finfish, less common finfish, scallops, clams, oysters, shrimp, and crab (Exhibit 5). Participants were allowed to select as many options as they wished. With this question, we gained a better understanding of what types of seafood our 88 respondents would like to see in their CSF share. Results from our frequency distribution test showed that of the 7 seafood options we provided, common finfish, scallops, and shrimp were the top three choices while clams and oysters appeared to be the least popular options. 95.5% of our respondents chose common finfish, 86.4% chose scallops, 85.2% chose shrimp, 73.9% chose crab, 56.8% chose less common finfish, 50% chose clams, and 50% chose oysters (Exhibit 6 & 7).

Additionally, we ran a nonparametric related-samples test to look for statistical significance in the data results, with the null hypothesis that participants are indifferent towards the seafood options.

Our results suggest that there is statistical significance, p<.00l, in the options our respondents chose (Exhibit 8).

Respondents were asked to indicate the variation in species they wished to receive on a week to week basis (Exhibit 9). In this research question, we used a univariate t-test to analyze peopleâ&#x20AC;&#x2122;s attitude towards desired variety in their CSF seafood share from one delivery to the next. Responses generated a mean value of 4.82/7.00 which is higher than the neutral midpoint of 4.0 and is statistically significant, p<.001, suggesting that overall participants do lean towards a larger variety of seafood species from one delivery to the next (Exhibit 10).

This question aimed to assess the respondentsâ&#x20AC;&#x2122; desired level of processing, assuming that more processing would cost more. Respondents were asked to select one of three options: minimally processed, pan ready, or filleted (Exhibit 11). Our frequency distribution test shows that of our 88 respondents, 45 preferred moderate processing, 25 preferred highest-degree processing, and 18 preferred minimally-processed seafood (Exhibit 12). These results demonstrate that a vast majority (79.5%) of our participants prefer a pan-dressed or fully filleted fish, suggesting that they desire a moderate to high amount of processing in their CSF share. Furthermore, we ran a univariate chi square and determined there was statistically significance in the difference in count of selection with a p<0.05 (Exhibit 13).

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4.

5.

6.

We sought to determine the amount of frozen seafood customers would be willing to accept to supplement a lack of fresh seafood in the event of shortages. Participants were asked to indicate their preference on a scale of 0% to 50% with options given at 10% increments (Exhibit 14). We ran a univariate t-test on the data obtained. We expected respondents to have high expectations on CSF shares, and would lean towards 0% frozen seafood in their delivery. Surprisingly, test results suggested otherwise. A vast majority of participants, 89.7%, chose 20% or above (Exhibit 15). The mean rating of 4.09/6, p<.001 (where 1→0%, 6 →50%) is statistically significant, suggesting that overall participants are willing to accept an average of 34% of frozen seafood as part of their delivery (Exhibit 16 & 17).

There was a comprised set of questions used to gain input on preferred pickup frequency, seafood amount, day of the week, and time of day, as well as the ideal duration for the subscription period (Exhibit 18). By running a related samples test on the groups of answers, we were able to determine the preferences of our participants are statistically significant with a p<0.05. Out of the 88 participants, over twice as many would prefer to pick up their seafood bi-weekly rather than weekly (Exhibits 19). In addition, 84% of our participants believe a half share (1-3 lbs) is the ideal amount per seafood pick-up compared to 18% for a full share (4-5 lbs) (Exhibit 20). For pickuptime of week, 61% of our participants would prefer to pick up their seafood between Monday and Thursday compared to picking up their product on Friday, Saturday, or Sunday (Exhibit 21). Our question regarding pickup time-of-day yielded more varied results; 48% prefered an evening pickup, 47% preferred an afternoon pickup, and 25% preferred a morning pickup (Exhibit 22).

The final part inquiring about subscription duration revealed that 50% would prefer a 6-month subscription period, 34% of participants would prefer a 3-month subscription period, 20% would prefer a 12-month subscription period, and 11% would prefer a 9-month subscription period (Exhibit 23).

We set out to determine the ideal price position for a Williamsburg CSF by asking participants to indicate how much they would be willing to pay for the CSF program compared to prices they would pay at the grocery store. (Exhibit 24) The mean percentage when sought through a univariate t-test is 108.89, which is higher than the neutral testing value we used of 100 (Exhibit 25) . At p<.001, this mean is significant (Exhibit 26). 100 was used as the neutral testing value because the CSF would equal the grocery store price of fish.We believe that this question caused some confusion as seven of our participants answered the question with a “1” which in the survey is taken to mean a price set at 1% of grocery store prices. In order to account for this error, we deleted the outliers. From our data, we can presume that customers would be willing to pay nearly 9% more for the seafood from a CSF.

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7.

We wanted to gauge the appeal that additional aspects of a CSF (such as weekly recipes and cooking demonstrations) might have within the Williamsburg community. Participants were asked to select as many of these programs as they wished from a list of 9 options. A tenth option allowed participants to add their own recommendation (Exhibit 27). To examine our responses we ran a related-samples t-test and set the null hypothesis as “participants are indifferent towards any additional aspects to the CSF.” The results were significant (p<.001) suggesting that people do indeed prefer certain additional incentives (Exhibit 28). These incentives can be a critical addition to promotional factors of the CSF. The top three choices were at least 50% of our participants who desired options such as: recommended recipes to accompany specific seafood at each pick up, seafood preparation and handling during pickup, and seafood cooking demonstrations during pick up. The most desired of which was recipes with 77% of respondents selecting that option.

8.

Participants were first asked to gauge their likeliness of joining a CSF designed to accommodate their preferences indicated in question one through seven. Participants were then asked to gauge their likeliness of joining this same CSF if they had the option of a one month trial period (Exhibit 30). From these two inquiries we were able to determine the potential effect of a trial period on influencing people’s likeliness to join. We subjected the responses to part one to a one-sample t-test to obtain a mean value of 5.48/7.00 that was significantly higher than the neutral midpoint of 4.00, p<.01, revealing that participants on average fall somewhere between “somewhat likely” and “likely” to participate in a Williamsburg CSF (Exhibit 31). Using a one-sample t-test for the second part we obtained a mean value of 6.39/7.00 which was significantly higher than the neutral midpoint of 4.00, p<.01, suggesting that participants are “likely” to “very likely” to participate in a one month CSF trial with the option of cancelling after the subscription ended (Exhibit 32). We tested the statistical significance of the impact of a trial period has on our participant joining the CSF, without the trial period with a paired sample t-test, and found that the difference in means between 6.39 and 5.48 is statistically significant. From that we can draw the conclusion that respondents are more likely to join the CSF if they have a trial period (Exhibit 33).

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Second Order Analysis We decided to run an analysis with total household size, which we arrived at by adding the total number of people in each respondent’s household, and the ideal amount per weekly pickup. We ran a correlation in order to see whether a household with a larger size would want to pick up a larger amount per week. We had to retain our null hypothesis in this case because it turned out that the relationship between them was not significant. With p > 0.1, in this case 0.394, there is no relationship between the household size and the amount of share a respondent would prefer in a week (Exhibit 34 and 35). A possible explanation could be that seafood consumption is treated as a special event in the house and the size of household has no impact on how much of it they buy. Children 4-12 and infants and toddlers are also not likely to make a difference when considering household size. We ran another correlation analysis using only the “Adults 20 and over” with the ideal amount preferred per weekly pick-up and calculated that it is marginally significant with p = 0.07 (Exhibit 36). Further, we ran a regression analysis to see if the relationship could be predicted, but with an R-squared of 0.041, the relationship is quite weak (Exhibit 37). This shows that while there is some relationship between the number of adults over 20 and the amount of shares a household prefers, it’s not entirely predictive. The relationship is probably weak because the number of Adults over 20 is going to change depending on how much a household purchases, but at the same time, the excess amount purchased for each adult is based more primarily on other varying factors, such as current consumption of seafood, interest in seafood and portion size the household consumes.

Another analysis we decided to conduct was to see if income affected a person’s decision to join the CSF. This analysis is critical because it is important to know whether someone’s financial situation is a significant factor in his or her participation. Through our analysis with a one-way ANOVA we have come to the conclusion that income for the William & Mary Faculty and Staff members is not a significant factor in whether or not they will join the CSF program, with a p>.1 (Exhibit 38 and 39). One thing to keep in mind is that the William & Mary Faculty and Staff have incomes that could allow them to be more flexible with their spending. From those surveyed, the majority of Faculty and Staff had income in the fourth bracket, which is an income level of $75,001-100,000.

Since income was not a significant factor in determining a faculty and staff members’ decision to join the CSF we decided to run a correlation analysis to see what might be a factor to join the CSF. Instead of income, we analysed if the amount of seafood typically consumed could be influential in their decision to join. We found that there was a correlation (p<.05) between the amount of seafood typically consumed and a faculty and staff member’s willingness to join (Exhibit 40). The more seafood that a faculty and staff member consumed the more likely he or she would join the CSF program (Exhibit 41). We ran a regression analysis and found that although this correlation is significant, it cannot be said that it is a predicting factor for their willingness to join. With an R square of 0.092, there is no relationship (Exhibit 42). Therefore, solely the amount of seafood typically consumed, is not significant enough to say a faculty and staff member will join the CSF, and other factors can influence one’s desire to join.

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Appendix A: Word Association

Appendix B: Consumer Preferences Question Answer0Choices How!many!servings!are!you!willing!to!152!lbs commit!to?!

355!lbs What!obstacles!are!preventing!you! None from!committing!to!a!share!plan?

I!don’t!each!much!Cish Don’t!want!too!much!variety Flexibility!of!program Lack!of!funds!to!afford!program Would you prefer a share that delivered Whole finfish to you whole, headed and gutted, Headed!and!Gutted or filleted?

Filleted How much are you willing to pay for No!more CSF fish compared to fish you would 5510%!more purchase at a grocery store?

105!20%!more!

More!(unspeciCied!amount) How far would you be willing to drive Biking!distance to pick up your share from CSF? 10!–!15!minutes No!more!than!20!minutes 5!–!10!miles What day is best for you during the Monday week to pick up your seafood?

Wednesday Friday Any!day!works Where is the most convenient place for Workplace you to pick up your seafood: your Home workplace, home, or near a local Near!a!Local!Grocery!Store grocery store?

What characteristics of a CSF appeal to Local you?

Important!to!Community Sustainable!

Healthier What would draw your attention to a Word!of!Mouth program like this, in terms of different Direct!Mail promoting channels? (Multiple, single Social!Media answers allowed) Free!Trial Local!Initiatives E5mail What about CSF discourages you from Lack!of!Funds subscribing to this program?

Not!fully!comfortable!with!idea!yet Convenience Quality/Health!Safety!of!Seafood It!is!a!serious!commitment Nothing

Tally 4 3 3 1 1 1 1 0 1 6 1 1 2 3 1 2 1 3 2 1 2 2 2 1 4 3 1 1 2 5 1 4 2 1 1 1 1 1 1 1 2

Appendix C: Consumer Profile Question

Answer Choices

Male Female How would you describe the areaA!city where you currently live?

A!suburban!area A!small!town A!rural!area Donâ&#x20AC;&#x2122;t!know/not!sure Which part of W&M are you W&M!Arts!&!Sciences affiliated with?

W&M!School!of!Education W&M!Mason!School!of!

Business W&M!School!of!Law W&M!Athletics VIMS What is your position?

Faculty Staff Undergraduate!Student Graduate!Student Gender?

Tally

4 3 0 7 0 0 0 1 0 4 0 2 0 5 2 0 0

Appendix D: Interview Guide 2

Appendix E: Interview Transcripts

Interview)#1)

INTERVIEW # 1 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview)#1)

PRODUCT 1.)

Do you think that you would be willing to commit to something like this where you had a share option that delivered fresh fish to you on a weekly basis?

Respondent: Because all the fish that I consume right now unfortunately comes from Thailand or something, so not only would it be domestic but it would be local, so that would be awesome, you know that brings us back to our own roots.

2.) Do you have any preferences as far as scheduling goes? Could you imagine yourself incorporating something like this into your weekly schedule or would you rather have it be biweekly? Or would you rather have it be multiple times a week?

Respondent: Um I'd say at least weekly, multiple times a week would be okay... but I don't personally... if I had a family I would probably want multiple times a week. The only meat I eat is fish so I would prefer weekly.

3.)

You said the only meat you eat is fish. Is that any certain kind of diet preferences?

Respondent: Um yeah, well I used to be a very hard core vegan until a couple months ago. It’s been a process of discovery trying to promote, you know I'm not against eating meat, but I try to be as ethical as possible with my choices and I don't believe in how food is produced today. but I do believe in grass fed and local agriculture. So right now I'm eating fish and eggs, and that’s so that I can get some sort of protein into my diet that is not a carbohydrate as well.

4.)

Okay so if you were to sign up for one of these would you be interested in a share that delivered finfish only shellfish only or both?

Respondent: Combination 5.) Are there any kinds of species that are in particular your favorites or that you would expect?

Respondent: I would say a variety of oily fishes versus [flaky fish]. SO if that’s available, i know its also due to season, but it would be really cool if there was some sort of variety.

6.) What is it about the oily fish that you are in particularly interested in?

Respondent: Um, I mean like the health benefits of the oily fish, like the Omega 3s, but I would also prefer the non oily fish because it is not as much fat. so just a balance, having both the oily vs the non oily fish.

7.)

If you were going to commit to a share option like this would you prefer a share option that consisted of one to two pounds of fish per pick up or three to five pounds. 1 pound of fish is two servings.

Respondent: I guess I would do one to two pounds, I travel a lot so that would probably be plenty for me.

8.) Would you prefer a share that delivered finfish to you whole, headed and gutted or filleted?

Respondent: I guess I would prefer filet, because I'm a diva and I don't feel like doing that, I know I should and if I had more time I would actually do, not the whole but the headed and gutted and I would filet it, but ideally I would like it filleted.

Interview)#1)

9.) Would you be willing to clean and filet your own fish if someone showed you how?

Respondent: I already know how.

10.) Are there any other factors that account for that preference for filleted fish?

Respondent: The convenience, er I guess it’s gross to have to put it in your trash can.

Interviewer: Okay so it’s less prep work and less clean up.

Respondent: Yeah and fish stinks, especially to have to debone a fish, thats like, [gross] 11.) How do you feel about committing to this idea of purchasing fish every week before you know what type of fish it is?

Respondent: I like that, i can see how others wouldn't but I feel like, but I would prefer like, surprise!

12.) And how do you feel about trying new varieties of local fish that maybe you have never tried before?

Respondent: I’m down, variety is the spice of life PRICE 1.)

How much would you be willing to pay for fish through a CSF compared to fish you would pay through a grocery store?

Respondent: I would be willing to pay more, it depends on the amount, but I would be willing to pay more for a better product and overall a better system.

2.) Is there a limit to how much you would be willing to pay?

Respondent: Yeah, I guess there would be a limit, I don't know as far as a number figure, but I wouldn't go double the amount that I would pay at trader joes.. I don't know.

3.)

If you could image the price tag of a single meal for yourself how mush compared to that?

Respondent: If my regular meal was $4 I’d be willing to pay like $5 4.)

Would you be willing to pay extra for extra programs that come with the CSF, such as community outreach programs, recipes, info sessions? Would you be interested in any of those things?

Respondent: yeah.

PLACE 1.)

How far away would you be willing to drive to pick up your share from the CSF? Respondent: No more than 20 minutes.

2.) How much time would you consider reasonable to be spending at the pickup location Respondent: 15 minutes

Interview)#1)

3.)

Is there any particular day of the week that works best for you in terms of working that into your schedule?

Respondent: I would usually prefer some time at the beginning of the week like Monday or Tuesday.

4.) What time of day would be most convenient for you?

Respondent: I guess any time, maybe around 3 or 4? Iâ&#x20AC;&#x2122;m really all over the place, i don't have a cookie cutter schedule.

5.)

Where would be the best place to pick up your seafood? Would you rather have it close to your work place or your house or a local grocery store or school or other destination that is important to your schedule?

Respondent: I guess having it close to work and having it close to a grocery store would be convenient.

Just so i wouldn't have to go to some random house to pick up my sea food.

6.)

So are there any ways in which you see this affecting your routine or your lifestyle? Do you see any obstacles in incorporating this?

Respondent: I guess the only obstacle would be, is if I were out of town and couldn't pick up my fish.

But something like this as far as scheduling would be great because it would be a sort of reminder of this is what i have to due this week, so the discipline would be nice. but the negative would be if I do have to travel or if something comes up and I can't make the pickup location, where does it go, do i get my money back.

Interviewer: So one of your concerns would be flexibility of the program and fitting it in.

Respondent: yeah.

Interviewer: You said that it would discipline your schedule, can you elaborate on that? Respondent: Yeah, so like itâ&#x20AC;&#x2122;s a good thing, I would go out of my way to make the dates and work it into my daily routine, so it would discipline me.

Interviewer: Are there any other benefits or negative impacts to your lifestyle that you can think of when you think of a program like this?

Respondent: I guess positively, I think there would be a sense of community established by people who were also a part of the CSF and like knowing the fisherman and establishing a relationship with them and reconnecting back to how food was once produced. It would be pretty cool to connect with people who share the same values and beliefs, so a sense of community is one, and the health benefits.

PROMOTION 1.) If you could pick one word from the list that most descibes a CSF, what would it be?

Respondent: I guess local 2.)

If we were trying to reach people like you, what would be the most effective way?

Respondent: I think something like at a farmers market, like a food demo would be fun, like letting people try your product. I think face time would be really good as well as social media. Using facebook you could advertise to people with similar interests.

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INTERVIEW # 2 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview!#2!

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Interview!#2!

PRODUCT 1.) Would you be willing to commit to a share option that delivered fresh fish to you on a weekly basis? Or would you be more interested in a share option that delivered less frequently? If so, what schedule would you prefer?

Respondent: First of all, I am not in charge of the meals in my house, so my husband would have strong feelings about which way this goes. I am generally in favor of this kind of thing.

I have kids, I am in a family of 6, so I am wondering about mercury levels and all that kind of stuff in the fish. So, that would depend on how often I got it…there are certain amounts of these in the fish. They are safe, but you still don’t want to consume them in large quantities.

I don’t know if weekly will be best or a little less often. But in general, I like the idea of it!

Would I do it every week though, I am not sure.

2.) Are there any obstacles that prevent you from committing to a share option?

Respondent: Um… I only like certain kinds of fish, so preferences, right? And you would definitely want to be doing this in a way where you are getting whatever kind of fish or shellfish is available. Assuming it is fished from the same area, it’s still the same kinds of fish being caught? I don’t even know. I don’t think that changes as much? But I guess, over the seasons maybe there are different kinds of fish, so it depends. That would the only thing that prevents me from committing. That and again, how toxic is the water the fish comes in.

Interviewer: Right, so you like the limited variety, and prefer to be able to choose.

Respondent: Right, I think that’s it, yeah, that’s right.

3.Are you interested in a share that delivers a)finfish, b)shellfish, c)finfish and shellfish, d)other options Respondent: Hmm. So shellfish we are talking about muscles and oysters and clams…Probably just finfish.

Interviewer: Is there a reason why you only chose finfish?

Respondent: Yeah, because my family doesn’t love shellfish. It’s a preference thing.

4a.)Would you be willing to commit to a share option that delivered shares consisting of_______ finfish? *(Whole fish: one pound per person; fillets: ½ pound per person) 1 to 2 lbs (1 to 2 servings) 3 to 5 lbs (3 to 5 servings) Respondent: Probably 3 to 5 lbs.

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Interview!#2!

4b.)What considerations account for your choice?

Respondent: I have a 6-person family.

5a.)Would you prefer a share that delivered finfish to you whole, headed and gutted, or filleted? 5b.)What factors account for your preference?

Respondent: Filleted, haha. We don’t like to clean fish, although my Dad would be upset with that. He cleans his own, he is a scuba diver so he cleans his own. With me doing it, it’s like Ughhhh Yuck! So yeah, I prefer it filleted.

6.) Would you be willing to clean and fillet your own fish if someone showed you how?

Respondent: Well, I mean I have been taught how to do it, I don’t know if I can still do it…but I am sure I can learn pretty quickly…yeah no, I prefer not to do it though haha. If you’ve been doing it your whole life it’s no big deal you know, I mean, my father grew up on a farm, so for him, handling fish after living on a farm, it’s no big deal. But for me, these days, it’s like Ewww! We only cut chicken!

7.) How do you feel about committing to purchasing a fish every week before you know what type of fish it’ll be?

Respondent: Yeah…more hesitant? I can see that you know, it can be an adventure. Other members of my family would eat it. It’s just me personally… I may skip out on it. So… I think I’d probably try it and see how it went. When you say “commit to,” what is the commitment? Is it you commit for a season, for a year, what is it? So depending on the length, that would also affect my commitment. If you have a shorter-range option where you could try it out, like a trial period. I mean you could still prepay, it can still be like six weeks, that’s fine, but I would definitely not just go into a full-year contract and be like, let’s check it out.

PRICE 1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a grocery store?

Respondent: Right, obviously you would be willing to pay a premium. How much…? We pay a premium for organic food already. Right? You pay a premium for organic eggs or milk that doesn’t have BSD hormone in it, so I am fine with paying a premium. Now how much the premium? That I don’t know, that I have to have my husband here. He knows the prices on everything, which I don’t.

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Interview!#2!

2.) Would it help to know that the objective of purchasing CSF seafood is community outreach? Like, you are buying it to help local fishermen, would you be more committed to this program knowing so, and be more willing to purchase CSF seafood?

Respondent: Yeah certainly. I mean that is sort of the big push right now, is for stuff like that. I am well aware of it, you wouldn’t have to tell me that, I would know it, but in general if you wanted to market that, yeah that makes sense. It’s like Farmer’s Market, that’s the big push right now. It will be like a Fish Farmer’s Market.

3.) Would you be willing to pay more or less to be educated in how to handle and prepare the fish? For example: recipes, e-mail notifications and contacts for extra help.

Respondent: Yeah, that’d be excellent

PLACE 1.) How far would you be willing to drive to pick up your share from CSF? Respondent: Do I have ranges here..?

Interview: For example, 5-10 minutes, 10-15 minutes…

Respondent: Yeah, all of that would be fine. Up to 15 minutes 2.) How much time do you consider reasonable at the pickup location to collect your purchase?

Respondent: I would expecting to, I guess, just pick it up. There should be a destinated time for me to come get my fish, between like, 4 and 6, or you know whatever.

3.) What day is best for you during the week to pick up your seafood?

Respondent: Probably over the weekend.

4.) What time of day would be most convenient for you to pick up your seafood?

Respondent: Anytime works.

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Interview!#2!

5.) Would you rather pick up your seafood at your workplace or at home, or would it be most convenient for the pickup location to be near a local grocery store?

Respondent: To have it dropped off, or near a local grocery store definitely.

6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?

Respondent: We’d eat more fish. I mean, that would definitely be one. Um, whether that’s good or not will again depend on the levels of the potential toxic substances that could be in there. But yeah, we cook every meal at home, we don’t eat out, so for us it doesn’t make us cook more at home, but what changes is we will eat fish more often. We definitely eat fish, a reasonable amount, but that will obviously up our fish intake, because we will be committed to eating fish.

PROMOTION 1.) Take a couple minutes to write down what words come to mind when talking about the CSF program in general.

Respondent wrote down: Local; Farmer’s Market; Sustainability; Community; Healthy Other meat local organizations supporting local farmers Respondent: You know what comes to mind is, you know they have done something similar to this with meats, not with actual fish, but with meats in this area. I did not do it at the time because, I want to say, where you got your meat from was a little bit more difficult. Um, maybe it was out of Virginia Beach… Whatever it was it was coming out of DC, and you know they were coming through Northern Virginia areas, and then bringing it down… I don’t think they had a stock right here in Williamsburg, so, my friend talked about doing it with me, I was like..um, it was just too complicated. That’s something that comes to mind. I don’t know how well they did, I don’t know if it’s still up and running. As an economist and finance person, I’m already curious to know how is that business sustaining itself? I would want to draw parallels. What are the problems they have run into…you might find similar things (when working on starting the CSF Program in Williamsburg).

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Interview!#2!

1.) What is the most attractive feature of a CSF? Respondent: I am a big proponent of..I don’t know if you are familiar with Alice Waters?

It’s the philosophy of eating local, eating what’s in season, all that kind of stuff. I believe that’s what we all should be doing. So that’s one. I think it’s the right choice. Assuming the fish were all healthy and you don’t have to worry about anything, it does force you to eating fish more often. It’s a healthy choice, the right thing to do, a better choice for us all.

2.) What characteristics of a CSF appeal to you? Is it unique, singular, important, sustainable, alternative, healthier etc?

Respondent: It’s a philosophy, I think it’s what we should be doing, eating local foods in season, be it vegetables or fish.

3.) What would draw your attention to a program like this, in terms of different promoting channels? For example, word of mouth, from friends, online, newspaper, tv, radio, facebook, twitter, free trial, info sessions (taking place at schools, hotels, colleges, etc.), pamphlets distribution, different promotion/incentive packages Respondent: I wouldn’t promote through word of mouth. I’d try to do something better, maybe linking with Trader Joe’s. Focus on who is your target audience, and where do they already shop. My guess is a lot of people that may be interested in that kind of thing are shopping at a place like Trader Joe’s.

Interviewer: So, like local initiatives?

Respondent: That’s right. That’s why when you suggested setting up near a local grocery store, you know that’s probably pretty smart, because they could also publicize it through those channels. I am sure Facebook would also help reach some people. It would not reach me, but I am sure it would reach most people. TV, not so much…Radio, maybe.

Interviewer: Earlier, you mentioned having a trial, so would a free trial help promotion?

Respondent: It wouldn’t have to be a free trial, it would just have to be a shorter trial. Like you wouldn’t want to just say, come in and try to do this and do it for a year or 3 months. I mean, you might want to let someone try it for a month. Maybe they can do it each week for a month or whatever, but I would definitely give people a trial period before you commit them into some sort of long term contract so they can make adjustments. Like maybe, “Oh this is working out so great I want more fish” or like “You know what, I can learn new recipes to cook these fish every week, it’s too stressful” something like that.

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Interview!#2!

4.) Is there anything else about CSF discourages you from subscribing to this program?

Respondent: I think we have hit on it all. It would be possible toxins. It’d be the type of contract that I can start with, and it’d definitely be the convenience too. Like how easy it is.

Because whatever they did with the meat program, the pork and beef and all that stuff, it just seemed like too much work and it was like Ugh. So I didn’t do it, despite I did think it was a great idea. So you might want to check out what they did.

Interviewer: And maybe look for a simplified process of that?

Respondent: Yeah, people do want simple. It’s so hard to get people to cook, because most of my friends and most people, seriously, don’t sit at home and cook meals. Most of my friends are out and about and they eat in the car. Well fish isn’t easy to eat the car right? I mean, so those are the things I would think about…how to encourage that. That may be a big challenge. It is sort of a lifestyle change that people and some families might have to make and they might not be willing or able to do that.

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INTERVIEW # 3 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview!#3!

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Interview!#3!

PRODUCT 1.) Do you think you would be willing to commit to a share option like this where you would have to pick up the product on a weekly basis?

Respondent: Yeah well I guess it would depend on how far away it was. I once joined a CSA and i had to go pick it up, that was only a mile away, i mean as opposed to delivery 2.) How do you feel about having to integrate that kind of a routine into your weekly schedule?

Respondent: Iâ&#x20AC;&#x2122;d be okay 3.) Would you prefer a routine that delivered less frequently or more frequently?

Respondent: Itâ&#x20AC;&#x2122;s going be fresh fish? Once a week.

4.) Would you be interested in a share that delivers finfish or shellfish or a combination?

Respondent: both 5a.) What proportion of fish would you be more interested in, 1 to 2 pounds or 2 to five pounds?

Respondent: 3 sounds perfect.

5b.) What considerations account for your preference?

Respondent: How often I want to eat fish every week 3 pounds would be six servings a week, I might back that up to two pounds.

Interviewer: Are you just cooking for yourself?

Respondent: No, my girlfriend and I. 6.) Would you be interested in fish whole, headed and gutted or filleted?

Respondent: Filleted 7.) Would you be willing to fillet your own fish if someone showed you how?

Respondent: Yeah PRICE 1.) How do you feel about committing to pay up front for fish every week before you know what

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Interview!#3!

type of fish it is?

Respondent: Thatâ&#x20AC;&#x2122;s fine, I like the surprise, but I was thinking that I would probably order more fish in the summer so that I could grill it for larger groups of people. I like to grill so I would probably order more fish during the summer.

2.) How much would you be willing to pay for fish compared to in a grocery store?

Respondent: I don't know, 120%? 20% more.

3.) Would you be willing to pay a higher price for other services that came with the product, recipes, info sessions, community outreach programs?

Respondent: No, I am not interested in that, but Iâ&#x20AC;&#x2122;m sure some people would though.

PLACE 1.) How far would you be willing to drive to pick up your fish?

Respondent: Not very far, 5 miles maybe.

2.) How much time do you consider reasonable at the pickup location to pick up your purchase?

Respondent: 5 ten minutes.

3.) Is there a day of the week that would be preferable to pick up your share?

Respondent: Mondays would be good.

Interveiwer: Why is that?

Respondent: So that then I can prepare it throughout the week. My weekends tend to have more randomness involved.

4.) What time of day would be most convenient?

Respondent: 4 to 6 o'clock 5.) Is there a central location that would be most convenient for you to pick up your share?

Respondent: Close to home would be fine, or close to work. some place with easy access.

Interviewer: Where you can get in and get out?

Respondent: Yeah.

6.) How do you think subscribing to something like this would affect your daily routine?

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Interview!#3!

Respondent: I think I would eat a lot more fish.

Interviewer: Do you see that as a good thing?

Respondent: Yeah Interviewer: Why is that?

Respondent: I always like more fish, you know, low in bad fats, high in good fats and good protein.

7.) What about the routine or schedule of it? Do you see that as having any kind of impact on your lifestyle, the fact that you are paying up front and then getting fish every week?

Respondent: No I kind of like that.

8.) Would you be interested in trying new kinds of fish and learning new ways of cooking it?

Respondent: Yeah. Hopefully the idea would be that I would get all this fish so I would have to try all this stuff.

Interviewer: So you like the idea that it is a new experience and that it is pushing you to learn new things.

Respondent: yeah PROMOTION 1.) Take a couple minutes to write down what words come to mind when talking about the CSF program in general.

Respondent wrote down: Fish tacos; Fishermen; Community; Water; Fish; Omega-3; 2.) What about fishermen interests you?

Respondent: I don't know, I like the idea of salty crusty fishermen. Like the dude from Jaws, catching fish and bringing them in. I'd like to support that. You know, I have a big vision in my head of what that would look like.

Interviewer: So are you interested in programs that would connect you more to the local fishermen?

Respondent: Yeah sure, that sounds good.

Interviewer: So why omega threes?

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Interview!#3!

Respondent: I've heard youâ&#x20AC;&#x2122;re supposed to eat a lot of omega threes 3.) If you were in charge of a promotion program that was trying to reach more people like you what kind of channels would you target? For example would you try to use radio advertisements or newspaper articles?

Respondent: Yes Interviewer: What about social media?

Respondent: I would try to use social media and you know try to get word of mouth and email you know, through stuff like this.

Interviewer: Okay, so like trying to get people to talk to each other and pass things along?

Respondent: Yeah, I think that would be more effective. !

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INTERVIEW #4 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview!#4!

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Interview!#4!

PRODUCT 1a.) Would you be willing to commit to a share option that delivered fresh fish to you on a weekly basis?

Respondent: No 1b.) Or would you be more interested in a share option that delivered less frequently? If so, what schedule would you prefer?

Respondent: No, maybe if there were community supported meat products.

2.) Are there any obstacles that prevent you from committing to a share option?

Respondent: Allergies to fish and preference for meat products 3.) Are you interested in a share that delivers a)finfish b)shellfish c)finfish and shellfish d)other options; if so, elaborate.

Respondent: Allergic to shellfish; would prefer meat product delivery if it was available 4) a.) Would you be willing to commit to a share option that delivered shares consisting of_______ finfish? *(Whole fish: one pound per person; fillets: ½ pound per person) 1 to 2 lbs (1 to 2 servings) 3 to 5 lbs (3 to 5 servings) Respondent: Wouldn’t commit, but if had to choose, then 1 to 2 lbs 4 b.) What considerations account for your choice?

Respondent: Lack of funds 5.) a.) Would you prefer a share that delivered finfish to you whole, headed and gutted, or filleted?

Respondent: N/A – wouldn’t commit to a share b.) What factors account for your preference?

Respondent: N/A – can’t afford it 6. Would you be willing to clean and fillet your own fish if someone showed you how?

Respondent: Yes, if I had the money to purchase the product I wouldn’t mind.

7. How do you feel about committing to purchasing a fish every week before you know what type of fish it’ll be?

Respondent: I won’t be committing.

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Interview!#4!

PRICE 1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a grocery store?

Respondent: No more than what I pay at a grocery store.

2.) Would you be willing to pay more or less, knowing that the objective is community outreach and info sessions about the CSF? Respondent: No, it doesnâ&#x20AC;&#x2122;t make a difference to me.

3.) Would you be willing to pay more or less to be educated in how to handle and prepare the fish? For example: recipes, e-mail notifications and contacts for extra help.

Respondent: No, Iâ&#x20AC;&#x2122;m not interested.

PLACE 1.) How far would you be willing to drive to pick up your share from CSF? Respondent: Biking distance 2.) How much time do you consider reasonable at the pickup location to collect your purchase?

Respondent: 5 minutes 3.) What day is best for you during the week to pick up your seafood?

Respondent: Friday through Sunday 4.) What time of day would be most convenient for you to pick up your seafood?

Respondent: Around lunchtime 5.) Would you rather pick up your seafood at your workplace or at home, or would it be most convenient for the pickup location to be near a local grocery store?

Respondent: Grocery store such as food lion 6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?

Respondent: Would eat more fish and be somewhat healthier PROMOTION 1.) What is the most attractive feature of a CSF? Respondent: Delivering what fish you want; if you are really into seafood then this is great

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Interview!#4!

FOLLOW UP QUESTIONS: How much would ______ (quality) play a part in your involvement in a CSF a) quality of seafood b) convienence c) variety d) sustainability e) supporting of community f) source of seafood Respondent: Quality of seafood, convenience, and source of seafood are the most important qualities that would affect my decision. Variety of the seafood I get somewhat matters, but I am not too concerned about sustainability issues and supporting the community.

2.) What characteristics of a CSF appeal to you?

Respondent: It is pretty unique and alternative, and definitely healthier.

3.) What would draw your attention to a program like this, in terms of different promoting channels? word of mouth, from friends online newspaper tv radio facebook twitter free trial info sessions pamphlets distribution different promotion/incentive packages Respondent: I think Word of Mouth would catch my attention the most. Promotion methods like online, newspaper, TV/radio ads, facebook/twitter, and pamphlet distributions would annoy and deter me. A free trial would catch some attention, and different promotion packages might be quite effective too.

4.) What about CSF discourages you from subscribing to this program?

Respondent: I donâ&#x20AC;&#x2122;t really eat seafood and I canâ&#x20AC;&#x2122;t afford it. I would be more interested and probably would commit if I could afford it

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INTERVIEW # 5 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview!#5!

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Interview!#5!

PRODUCT 1.) How do you feel about committing to a share option that delivered fresh fish to you on a weekly basis? Or would you be more interested in a share option that delivered less frequently? If so, what schedule would you prefer?

Respondent: I think I’d be fine with that. One, is my wife usually makes those decisions.

Not that I’m not involved with those decisions. We like fish, I think we would be more consistent if we bought it that way, we would eat it more consistently. And I like supporting the local fisheries and fishermen too. On a broad level, I think this is a really nice idea.

Interviewer: Okay. How do you feel about the schedule of it. Are you okay with the idea of a weekly basis, or would you have a preference for a bi-weekly schedule, or even a schedule that allows you to pick up fish multiple times a week?

Respondent: Ugh, I get paid every other week haha, and usually, groceries are bought every other week, you know, so for me, two weeks works well with my schedule.

2.) Are there any obstacles that prevent you from committing to a share option?

Respondent: Ugh, I don’t think so. I mean, you’ve got enough options, with delivery every two weeks. It’d be nice to always eat it fresh, but you can always freeze it if you need to, it doesn’t bother me at all.

3.Are you interested in a share that delivers a)finfish, b)shellfish, c)finfish and shellfish, d)other options Respondent: I think a combination. I always prefer variety. It’s always the fun of it—to see what you get, and then my wife’s a good cook, so…

4a.)Would you be willing to commit to a share option that delivered shares consisting of_______ finfish? *(Whole fish: one pound per person; fillets: ½ pound per person) 1 to 2 lbs (1 to 2 servings) 3 to 5 lbs (3 to 5 servings) Respondent: 5 pounds. I think it would have to be 5lbs.

4b.)What considerations account for your choice?

Respondent: I mean our family is big, so just one pound would feed just one son hahaha.

5a.)Would you prefer a share that delivered finfish to you whole, headed and gutted, or filleted? 5b.)What factors account for your preference?

!

Interview!#5!

Respondent: I think my wife would prefer it filleted. Not that we…I fished most of my life, so it’s not a problem for me to clean and do all that kind of stuff, but I’m often not home by the time she makes dinner, so I think she prefers it filleted. But you know if it’s shellfish, it wouldn’t have to be shelled, but if it has scales, or a really large fish, you got to have to do something with it anyways. It depends, with finfish, I prefer it at least scaled and beheaded and be-gutted.

6.) Would you be willing to clean and fillet your own fish if you either had been shown a demonstration on how to do it, or if provided with recipes that involved cooking your fish whole?

Respondent: I don’t think demonstrating how to do it is the problem. Her dad was a major fisherman too, and she went fishing with him. I just don’t think she likes to do it. I think she can do it, she just has no interest in doing it. And then from a recipe standpoint, she has taken classes in Thailand on cooking things like that. I think she knows the recipes, and she loves that kind of food. But on a normal basis, we just don’t cook with the heads on. She understands that a possibility, it’s just she’d rather not do that. I had done it before though.

7.) How do you feel about committing to purchasing a fish every week before you know what type of fish it’ll be?

Respondent: I don’t think that’s a problem. My only concern is there are some fish that are really soft and really fishy tasting, and I wouldn’t be happy if that’s what I got. I prefer solid fish. I can eat a lot of different kinds of fish, and shellfish, and squid and whatever else. My preference is to not have mushy and fishy-tasting fish. I don’t have a problem with variety. I like variety, but that’s one variety that I would probably try to avoid.

PRICE 1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a grocery store?

Respondent: As a percentage of what over I pay at a grocery store or just how much I’d pay..?

Interviewer: Yeah. The latter.

Respondent: I would think some more, somewhere around the 10-20% range premium.

2,3.) Would you be willing to pay more if certain educational services such as recipes

!

Interview!#5!

that came with the fish, or community outreach programs that connected you, the consumer to the fisherman providing the fish, or provided with contacts for extra help?

Respondent: Ugh, probably not too much. I think… my wife is a good cook you know.

There are certain places she goes for recipes. She does a lot of that kind of stuff, I don’t know if they would add anything to what she can already do. If I’m already paying a premium, I’m not sure if I will pay more of a premium because of community outreach. I understand that it’s not a big chain; that I’m getting it fresh and I’m buying it from a local community. So at some level, I’m already paying a premium for what I think I’m getting.

PLACE 1.) How far would you be willing to drive to pick up your share from CSF if you are picking up on a weekly basis?

Respondent: Probably to Newport News…

Interviewer: So, around 20 minutes?

Respondent: I think that’s probably it. We are in a number of co-ops for food, and they are generally delivered 10 minutes away. That’s generally what we have committed to. But my wife goes down to Sam’s for groceries, so for 5 pounds of fish and driving 20 minutes for 5 pounds of fish, I wouldn’t…Probably a 10-minute drive is more likely.

2.) How much time do you consider reasonable at the pickup location to collect your purchase?

Respondent: A couple minutes. I mean, they should usually have a person to call you when it’s delivered. So you go there, and it’s already put in coolers or whatever, you pick it up and move on.

3.) What day is best for you during the week to pick up your seafood?

Respondent: Probably Wednesday. Not Tuesday. I’d be somewhat flexible, but just not Tuesdays.

Interviewer: Is there a particular reason for that?

Respondent: Our kids are involved in a lot of things on Tuesday.

4.) What time of day would be most convenient for you to pick up your seafood?

Respondent: (For me) It depends on the semester...For my wife I don’t think it matters that much

!

Interview!#5!

5.) Would you rather pick up your seafood at your workplace or at home, or would it be most convenient for the pickup location to be near a local grocery store?

Respondent: Probably home. But it could be near my work, or routine. I don’t know if it matters that much, but home would be number one. The other ones would be fine too.

Although all those places I go pass on my way home anyways, I mean, Williamsburg is really small.

6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?

Respondent: I think we’d eat fish more consistently, and I think it’s something we’d like to do. If it’s part of our budget and we get it. I think my wife just doesn’t go and get fresh fish that often, not in every couple of weeks. You will get in the habit too. She mostly buys frozen fish, just because it’s reasonably good, reasonably available. To try to find stuff that’s fresh, we just don’t get it that often.

PROMOTION 1.) Take a couple minutes to write down what words come to mind when talking about the CSF program in general.

Respondent wrote down: Co-op; Community Involvement/ Support; Fresh; Bulk; Good Prices for High Quality Food.

Respondent: These are the ones that strike me right now.

2.) What is the most attractive feature of a CSF? Respondent: Well I do like supporting local. It’s um… there is a sense that you like to support your community. There’s a sense that it should be fresher that way. You are getting fresh stuff over something that has been frozen or delivered over a day or two. For seafood it’s critical. I guess those are the two more important features.

!

Interview!#5!

3.) What would draw your attention to a program like this, in terms of different promoting channels? For example, word of mouth, from friends, online, newspaper, tv, radio, facebook, twitter, free trial, info sessions (taking place at schools, hotels, colleges, etc.), pamphlets distribution, different promotion/incentive packages Respondent: Well I’ve never seen anything with fish. So my guess is, you partner with some of these other places. At some level you are competing against them, because if you are eating fish you are not eating beef, or pork, or chicken or something like that. But you know, the people who have already bought into these ideas would seem to be the easiest people to get at. So you can get a list of those kinds of people, or partner in some way, or buy the list off of those arrangements, I think that will be a good way with promotion. Stores are not going to partner with you or allow you to do this, um... I am trying to think, maybe other groups with meat or cooking clubs.

Interviewer: For you as a consumer, if you have heard about something like this, would you be more likely to take an interest in it and pursue it if you have heard through either friends-WOM, or from newspaper, or TV/radio ad…What would be more compelling to get you to look into doing something like this?

Respondent: I don’t think radio or TV ads are going to do it. It has got to come from Word of Mouth, join the other ones who have been involved. Or you try it, that’s the other thing.

Like someone has given us something, and you realize the quality is so good, we don’t have a problem paying more for good quality, but you need some kind of sample or event, getting people to try it and see what it’s like. I mean, there is risk, certainly with fish. You can’t immediately convince people it’s high quality and fresh, and that they would be getting something better than what they get in the frozen section of the fridge in a local store.

!

INTERVIEW # 6 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview!#6!

!

Interview!#6!

WARM-UP QUESTIONS 1.) When you think of community-supported fishery, what sort of words come into mind?

Respondent: Well it sounds like an interesting concept; you know I like the idea of getting fresh produce at local markets. So I guess it sounds green, local, 2.) Would you say it’s something you’d be interested in doing?

Respondent: To be honest, I don’t eat so often that I really benefit from the subscription service. It would certainly be something I’d be interested in time to time, you know maybe a week at a time. But I wouldn’t see myself buying it for long, long periods of time.

PRODUCT 1.) Ok well I’m doing the marketing mix. I have to analyze the product, and the promotion for W&M faculty. In terms of product, would you be willing to commit to a share option that delivered fish to you on a weekly basis?

Respondent: I would commit to a week at a time but having to do it on a weekly basis for months at a time, I would be hesitant to commit to that. Certainly without trying it out first on a temporary basis.

2.) So you would want like a temporary basis to see whether you want to continue or not?

Respondent: Yeah.

3.) Would you be more interested if it was less frequent?

Respondent: Yeah 4.) So what type of schedule would you prefer? Would you like a schedule or would you like it to be more optional?

Respondent: I would like it to be more optional. If I want to buy in on a particular week, I’d prefer it if I had that opportunity instead of having to buy it every week for three months or whatever.

5.) Are there any obstacles that prevent you from committing to a share option?

Respondent: I wouldn’t really say obstacle, it’s really just my lifestyle, I don’t eat that much fish 6.) What sort of fish would you want? Finfish or shellfish?

Respondent: I would go for both. When I go to restaurants, I go for shellfish and then when I eat at home, I eat finfish.

7.) So you would want an option that would include both?

Respondent: Yeah 8.) Would you be willing to commit to a share option that consisting of 1-2 servings or 3-5 servings?

Respondent: Probably 1-2

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Interview!#6!

9.) What sort of considerations account for your choice?

Respondent: There’s only 2 of us. No kids. Family size.

10.) Would you prefer fish that was whole, headed and gutted or filleted?

Respondent: Filleted.

11.) What factors account for your preferences?

Respondent: I wouldn’t know what to do with a whole fish.

12.) So you wouldn’t be willing to clean your fish if someone showed you how?

Respondent: No. Just not interested in it.

13.) How would you feel about committing to purchasing fish every week before you know what type of fish it’ll be?

Respondent: I would be ok with that. I’d like the surprise.

PRICE 1.) How much would you be willing to pay for a fish compared to how much you would pay at a grocery store?

Respondent: I guess I would be willing to pay at least equal, if not a little bit more considering that it would be fresh.

2.) So you feel that it is slightly a more superior product since it’s fresher?

Respondent: Yeah but how much more, I would be hard-pressed to say not 50% more, might be closer to 10% more 3.) Would you be willing to pay more or less, knowing that the objective is community outreach and info sessions about the CSF? Respondent: Um, yes that would contribute to the little bit more that I would pay.

4.) Would you be willing to pay more or less in being educated on how to handle and prepare the fish? Example: weekly recipes, e-mail notifications and call-in-help Respondent: Recipes, sure. That would be useful.

5.) If you were interested in having the initial services performed on your fish, headed and gutted and all that, would you be willing to pay extra for that or do you feel like it should be included in the service?

Respondent: I would be willing to pay more than people were paying for the not-prepared fish, but again it would have to be just a little bit more than the supermarket. Especially around here, I think you can get some pretty nice fish at the supermarket.

PLACE 1.) How long would you be willing to drive to pick it up?

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Interview!#6!

Respondent: No further than the supermarket. Like 5 miles I think.

2.) How much time do you consider reasonable at pick-up location to collect your purchase?

Respondent: 10 minutes.

3.) What day is best for you to pickup seafood?

Respondent: Probably all equal 4.) You wouldn’t have a preference over the weekend?

Respondent: If they were open after work till like 7, that would be fine on the weekdays.

5.) How do you think subscribing to the CSF will affect your routine and lifestyle?

Respondent: More fish.

6.) Have you ever wanted to eat more fish?

Respondent: I grew up in a desert where you just didn’t get fresh fish so that was the big deterrent.

Since I moved here, I do eat a whole lot more fish. So now, the biggest deterrent is that I don’t really know how to cook it. I have a few recipes but…If I knew more recipes PROMOTION 1.) So you would be more willing to participate if there were more recipes and they taught you how to handle it?

Respondent: Yeah, particularly with the strange fish that week. I wouldn’t know what to do with it.

2.) What would be more important to you, the quality, convenience, the variety or?

Respondent: It would certainly be a combination of all those, but quality would be why I would pick that over other options.

3.) What would be more important to you, sustainability, supporting of the community, or knowing the source of the seafood?

Respondent: Sustainability probably. A close second would be supporting the local community.

4.) What would draw your attention to a program like this, in terms of different promoting channels?

Respondent: Probably word of mouth would be…if I saw a stand at like a farmer’s market, I might try it but if friends are talking about it and are excited about it, that would probably push me over the edge.

5.) So what about the CSF discourages you from subscribing you from the program?

Respondent: Again just how I need to buy the fish on a weekly basis, I always worry about getting something and not using it. So if you were required to take the product every week, it would be too much.

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Interview!#6!

So it might be interesting to have this sort of service in conjunction with a produce service. You go to one place to get your fish and your farm fresh produce. That might make it more convenient. One stop to get multiple things. I tend to favor close-by, I donâ&#x20AC;&#x2122;t like driving very far.

Interview)#7)

INTERVIEW # 7 STANDARDIZED BACKGROUND QUESTIONS 1. Gender?

MALE FEMALE 2. How would you describe the area where you currently live?

A CITY A SUBURBAN AREA A SMALL TOWN A RURAL AREA DON’T KNOW /NOT SURE 3. Which part of W&M are you affiliated with?

W&M Arts & Sciences W&M School of Education W&M Mason School of Business W&M School of Law W&M Other: Atheletes VIMS 4. What is your position?

FACULTY STAFF GRADUATE STUDENT UNDERGRADUATE STUDENT

Interview)#7)

PRODUCT 1a.) Would you be willing to commit to a share option that delivered fresh fish to you on a weekly basis?

Respondent: Probably not. I eat fish, but as soon as I subscribe to something like this I feel obligated to use whatever I have commited to and I’m not that discipline to doing that. If I want to eat hamburgers, I’ll eat hamburgers. Spaghetti, Spaghetti. I’m probably not your ideal profile in something like this.

1b.) Or would you be more interested in a share option that delivered less frequently? If so, what schedule would you prefer?

Respondent: “On demand kind instead of a formal subscription. Yea I might be part of a market that where rather then feeling obligated because I have parted with my cash, but I have an option that gives me guaranteed fresh fish and supports the local fisheries I would probably respond to something like that much more than a subscription. Real question is how many people think like I do, versus the number of people who are like I eat fish all the time and I love this. Yes, I would think more about a less frequent rotation then every other week” 2.) Are there any obstacles that prevent you from committing to a share option?

Respondent: No. I mean I eat fish, it’s just the question of frequency.

3.) Are you interested in a share that delivers a)finfish b)shellfish c)finfish and shellfish

d)other options; if so, elaborate.

Respondent: Both finfish and shellfish.

4a.) Would you be willing to commit to a share option that delivered shares consisting of_______ finfish? *(Whole fish: one pound per person; fillets: ½ pound per person) 1 to 2 lbs (1 to 2 servings) 3 to 5 lbs (3 to 5 servings) Respondent: 1-2 lbs.

4b.) What considerations account for your choice?

Respondent: Family composition is the reason behind. My ideal situation would be to subscribe to the norm, 1-2 servings, but if you have guests over, or people who are staying over for an extended period of time, to be able to customize that and be able to call in and say I may need a little more this week.

People don’t like to be pinned down, I don’t think. I’m probably one of those when it comes to predictable behavior. I can give you 80% of my behavior will be, I can’t give you the other 20%.

5a.) Would you prefer a share that delivered finfish to you whole, headed and gutted, or filleted?

Interview)#7)

Respondent: I would like it beheaded, and I would like it cleaned and filleted.

5b.) What factors account for your preference?

Respondent: Less labor intensive and saves time. Disposing is an issue ! spoilage and order can be an issue.

6. Would you be willing to clean and fillet your own fish if someone showed you how?

Respondent: Probably not, because I’ve done a lot of fishing and I still do some fishing today so I understand how to do it. I wouldn’t want to waste my time doing something that I know how to do.

7. How do you feel about committing to purchasing a fish every week before you know what type of fish it’ll be?

Respondent: I would be less inclined to purchase under that scenario then I would be if it was predictable because there are certain types of fish and their flavor that I prefer. If I subscribe to a service like this I would prefer here’s a category, or several categories (talopia, salmon, dover) with a variety of choices but with my choices. It would be limited choices, but my choices. Flexibility would be great.

PRICE 1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a grocery store?

Respondent: If it’s guaranteed fresh and delivered on time, because that’s the other criteria I measured, the delivery of fish because its spoilage, I could probably pay a 5-10% premium for that 2.) Would you be willing to pay more or less, knowing that the objective is community outreach and info sessions about the CSF? Respondent: That would help. I like the idea that there is a feel a good benefit to this, and the fact that I am helping someone else with my food choices. I would certainly considered going to a community outreach info session 3.) Would you be willing to pay more or less to be educated in how to handle and prepare the fish?

For example: recipes, e-mail notifications and contacts for extra help.

Respondent: I wouldn’t no, primarily because my wife is a very good cook. She likes to do that kind of thing.

PLACE 1.) How far would you be willing to drive to pick up your share from CSF? Respondent: 5-10 miles. About the area to how far my grocery store is.

2.) How much time do you consider reasonable at the pickup location to collect your purchase?

Respondent: Well it will be preordered right? So it should be ready. I’m not going to shop around the fish market. So I will just pick up and go right? Anywhere from 5-10 minutes.

Interview)#7)

3.) What day is best for you during the week to pick up your seafood?

Respondent: Probably, I would prefer to pick it up on a Friday. Because I would then have the weekend to use it. I would actually think about also picking it up on a Monday, or early Tuesday cause I could use it throughout the week. What’s interesting about the question to me is I would almost think about that as when I could get rid of the residue. So I would think about my garbage collection schedule because you don’t want that stuff hanging around because of how quickly it will spoil, it gets pretty sharp and odory.

4.) What time of day would be most convenient for you to pick up your seafood?

Respondent: I would probably pick it up when I’m going home at night. I almost said in the morning, but I wouldn’t do it in the morning. I would do it sometime where I can pick it up then could take it back home immediately and refrigerate it.

5.) Would you rather pick up your seafood at your workplace or at home, or would it be most convenient for the pickup location to be near a local grocery store?

Respondent: I would probably do it around a local grocery store. Because there is refrigeration there.

6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?

Respondent: Well it will certainly reduce my purchases a grocery store. I would do a switch off, I would have a behavior change, at least for the product” PROMOTION 1.) What is the most attractive feature of a CSF? FOLLOW UP QUESTIONS: How much would ______ (quality) play a part in your involvement in a CSF a) quality of seafood b) convienence c) variety (chance to try new foods) d) sustainability e) supporting of community f) source of seafood Respondent: Ugh, well a couple things: doing good to the local community. Second, I like fish, so if I can get it fresh and a higher quality I would go a little out of my way to do that. And if I had the opportunity to be flexible in terms of your earlier question about what types of fish, those are all pluses for me” 2.) What characteristics of a CSF appeal to you? Unique; Singular; Important; Sustainable; Alternative; Healthier Respondent: Yea, you don’t know how long a fish has been sitting in a cage at grocery stores. You are helping a local business, rather then a chain that is less vulnerable then a local business”

Interview)#7)

3.) What would draw your attention to a program like this, in terms of different promoting channels? word of mouth, from friends online newspaper tv radio facebook twitter free trial info sessions (taking place at schools, hotels, colleges, etc.) pamphlets distribution different promotion/incentive packages Respondent: First of all, at least I would think, but I don’t know how will get this data but I think you will be talking to a higher discretionary income group, rather then the general public because the general public would not want to pay extra for the kinds of things that we are talking about. They will probably be going to a Giant foods, fresh market, or something like that Yea I would lean toward direct mail because it would be a hardly targeted group if I can get a viable list of people that I would want to contact Well word of mouth is going to be very powerful. Because you probably to talking to people who already have a tendency to want to eat fish. But if you are going to want to target a higher demographic, I don’t know, I will have to see the numbers, but it would probably be relative cheap to get those things that run before movies Social media is always a good outlet. Because its just viral. The only thing you have to worry about is that it’s explosive. If you have a bad experience everyone knows it. Better be able to pay it off 4.) What about CSF discourages you from subscribing to this program?

Respondent: Just that I haven’t tried it. Just getting through that early adoption phase, is the first real hurdle to me” Which leads me to think about trial times, maybe with special prices. I don’t know about free samples though, because you are giving a very high value product, but I think if you had the right target you may be able to promote it that way

Appendix F: Demographic Data Exhibit 1:

Exhibit 2:

Exhibit 3:

Exhibit 4:

Appendix G: First Order Analysis

Exhibit 5: Research Question #1

Exhibit 6: SPSS Frequency Distribution on Seafood Types

Exhibit 7: Bar chart showing respondentsâ&#x20AC;&#x2122; seafood preferences

Exhibit 8: SPSS; testing for statistical significance in data results

Null Hypothesis: People are indifferent towards the various seafood options provided Results: p<.001; Reject null hypothesis. There is statistical significance in options people chose.

Exhibit 9: Research Question #2

Exhibit 10: Univariate t-test results on Q2

Null Hypothesis: People are indifferent towards the amount of product variety they expect from one delivery to the next.

Results: Responses generated a mean value of 4.82/7.00 is significantly higher than the neutral midpoint of 4.0, t(87)= 5.71, p<.001, suggesting that overall participants do lean towards a larger variety of seafood species from one delivery to the next

Exhibit 11: Research Question #3

Exhibit 12: SPSS Frequency Distribution test on Q3

Exhibit 13: Univariate chi-square test on Q3

Exhibit 14: Research Question #4

Exhibit 15: SPSS Frequency Distribution Test on Q4

Exhibit 16: One-sample t-test on Q4

Assumption: We expected our respondents to have high expectations on the freshness of CSF shares, and would lean towards a close to 0% frozen seafood in their delivery. Surprisingly, the test results suggested otherwise.

Exhibit 17: Calculations for Average % of Frozen Seafood People Are Willing to Accept Mean Rating: 4.09/6, p<.001 (1 ! 0%; 6!50%; 4.09!?%) 4.09 = X_ 6 50% 6X = 4.09 * 0.5 X= 0.34 = 34% Conclusion: Participants are willing to accept 34% of frozen seafood as part of their delivery.

Exhibit 18: Research Question #5

Exhibit 19: Results on preferred pickup frequency Weekly&

Bi)weekly&

Preferred&Pickup&Frequency&& 70#

64#

60# 50#

Frequency#Choice#Was# Selected#

40# 30#

29#

20# 10# 0# Weekly#

Bi2weekly#

Exhibit 20: Results on ideal amount per pickup 1)3&lbs&(half&share)&

4)5&lbs&(full&share)&

Ideal&Amount&Per&Pickup& 80#

74#

70# 60# 50#

Frequency#Choice# Was#Selected#

40# 30# 16#

20# 10# 0# 123#lbs#(half#share)#

425#lbs#(full#share)#

Exhibit 21: Results on preferred pickup time of the week Monday)&Thursday&

Friday&

Saturday&

Sunday&

Pickup&Time8of8Week&& 60#

54#

50# 40# 29#

30#

30# 16#

20# 10# 0# Monday#2# Thursday#

Friday#

Saturday#

Sunday#

Frequency#Choice#Was# Selected#

Exhibit 22: Results on preferred pickup time of day Morning&(8)12)&

Afternoon&(1)5)&

Evening&(6)9)&

Pickup&Time8of8Day&& 50#

42#

43#

Afternoon#(125)#

Evening#(629)#

40# 30#

22#

20# 10# 0# Morning#(8212)#

Frequency#Choice#Was#Selected#

Exhibit 23: Results on preferred subscription period 3&months&

6&months&

9&months&

12&months&

Subscription&Period&& 60# 40#

44# 30# 10#

20#

18#

0# 3#months#

6#months#

9#months#

Frequency#Choice#Was#Selected#

12#months#

Exhibit 24: Research Question #6

Exhibit 25: Mean and range on average willingness to pay

Exhibit 26: One-sample t-test on Q6â&#x20AC;&#x2122;s statistical significance

Conclusion: At p <.001, the mean of 108.89 is significant.

Exhibit 27: Research Question #7

Exhibit 28: SPSS results on Q7â&#x20AC;&#x2122;s statistical significance

Null Hypothesis: Participants are indifferent towards any additional aspects to the CSF Results: Reject null hypothesis. Data is statistically significant, p<.001; suggesting that people do indeed prefer certain additional incentives Exhibit 29: Bar graph showing peopleâ&#x20AC;&#x2122;s preferences on additional incentives Additional#aspects#of#a#potential#CSF#program#are#personally#most#appealing&& 3#

Other# Members2only#social#activities#outside#of#regular#pick2up#time#

35#

Online#community#(e.g.,#Facebook#or#website)#that#provides# informational#resources# General#information#to#promote#community#dialogue#about# sustainability# Detailed#shopping#list#of#ingredients,#with#recipes,#to#accompany#the# speciPic#seafood# Members2only#educational#opportunities#outside#of#regular#pick2up# time#

35# 37# 40# 43# 43#

Literature#on#Pisheries#and#seafood#included#with#share#

44#

Seafood#cooking#demonstrations#during#pick2up#

54#

Seafood#preparation#and#handling#demonstrations#during#pick2up#

68#

Recommended#recipes#to#accompany#the#speciPic#seafood#at#each#pickup#

0#

10#

20#

30#

40#

50#

60#

70#

80#

Exhibit 30: Research Question #8

Exhibit 31: One-sample t-test results on Q8, part 1

Results: Respondents are in between “somewhat likely” and “likely” to join given the selections they made from Q1-Q7.

Exhibit 32: One-sample t-test results on Q8, part 2

Results: Respondents are in between “likely” and “very likely” to join after having a 1-month CSF trial.

Exhibit 33: Paired sample t-test on Q8 parts 1&2

Results: Difference in means between 6.39 and 5.48 (likelihood to join before and after being offered a 1month trial period) is statistically significant; t (87)= 10, p<.001 From that, we can draw the conclusion that respondents are more likely to join the CSF if they have a trial period.

Appendix H: Second Order Analysis

Exhibit 34: SPSS; Correlation on Household Size and Share Amount Per Week !

Correlations HouseholdSize ShareAmoutPe rWeek Pearson Correlation 1 .096 HouseholdSize Sig. (2-tailed) .394 N 81 81 Pearson Correlation .096 1 ShareAmoutPerWeek Sig. (2-tailed) .394 N 81 81 ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

Exhibit!35:!Binned!Scatterplot!on!Household!Size!and!Share!Amount!Per!Week! !

! !

Exhibit!36:!Correlation!on!Adults!20!and!Over!and!Share!Amount!Per!Week! !

Correlations ShareAmoutPe Adults20andOv rWeek er Pearson Correlation 1 .202 ShareAmoutPerWeek Sig. (2-tailed) .071 N 81 81 Pearson Correlation .202 1 Adults20andOver Sig. (2-tailed) .071 N 81 88 ! ! ! ! ! ! !

!

Exhibit!37:!Regression!on!Adults!20!and!Over!and!Share!Amount!Per!Week! !

Model Summary Model R R Square Adjusted R Std. Error of Square the Estimate 1 .202a .041 .028 .15645 a. Predictors: (Constant), Adults20andOver !

ANOVAa Model Sum of df Mean Square F Squares Regression .082 1 .082 3.344 1 Residual 1.934 79 .024 Total 2.015 80 a. Dependent Variable: ShareAmoutPerWeek b. Predictors: (Constant), Adults20andOver ! !

Sig. .071b

Coefficientsa Model

Unstandardized Coefficients B (Constant)

1

Std. Error .285

Adults20andOve .047 r a. Dependent Variable: ShareAmoutPerWeek ! ! ! ! ! ! ! ! ! ! ! ! ! !

Standardized Coefficients

Sig.

Beta

.051 .026

t

.202

5.539

.000

1.829

.071

Exhibit!38:!OneIway!ANOVA!between!likeliness!to!join!and!Income!

Descriptives join1 N

1 2 3 4 5 6 7 8 9 Total

Mean

2 11 13 18 17 8 7 4 2 82

Std. Deviation

6.00 5.36 5.38 5.33 6.00 5.13 5.00 6.25 5.50 5.50

1.414 1.629 .650 .907 1.118 .991 1.414 1.500 .707 1.136

Std. Error

1.000 .491 .180 .214 .271 .350 .535 .750 .500 .125

95% Confidence Interval Minimu Maximu for Mean m m Lower Upper Bound Bound -6.71 18.71 5 7 4.27 6.46 2 7 4.99 5.78 4 6 4.88 5.78 3 7 5.43 6.57 3 7 4.30 5.95 4 7 3.69 6.31 3 7 3.86 8.64 4 7 -.85 11.85 5 6 5.25 5.75 2 7

! !

ANOVA join1

Between Groups Within Groups Total ! ! ! ! ! ! ! ! ! ! ! ! ! !

Sum of Squares 10.753 93.747 104.500

df

Mean Square 8 73 81

1.344 1.284

F 1.047

Sig. .410

Exhibit!39:!Means!Plot!of!likeliness!to!join!and!income! !

!

Exhibit!40:!Correlation!between!likeliness!to!join!with!a!trial!period!and!current! consumption!

Correlations join2 freq Pearson Correlation 1 .213* join2 Sig. (2-tailed) .047 N 88 88 * Pearson Correlation .213 1 freq Sig. (2-tailed) .047 N 88 88 *. Correlation is significant at the 0.05 level (2-tailed). !

!

Exhibit!41:!Line!Graph!between!likeliness!to!join!with!a!trial!period!and!current! consumption! !

!

Exhibit!42:!Regression!between!likeliness!to!join!with!a!trial!period!and!current! consumption! !

Model Summary Model R R Square Adjusted R Std. Error of Square the Estimate a 1 .304 .092 .082 1.125 a. Predictors: (Constant), freq !

Model Summary Model R R Square Adjusted R Std. Error of Square the Estimate

!

1 .304a .092 a. Predictors: (Constant), freq

.082

1.125

!

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients B Std. Error Beta (Constant) 4.248 .433 1 freq .325 .110 .304 a. Dependent Variable: join1 !

t

9.818 2.956

Sig.

.000 .004