Getting Value-Added Products Into Grocery Stores
Developed by Rob Holland, Anne Dalton, Lynne Scott and Heather Sun
The University of Tennessee Agricultural Extension Service
October 2003


Background
In March 2002, the Center for Profitable Agriculture conducted a survey with the management personnel of grocery stores in Tennessee and Kentucky. The purpose of the study was to gain insight on how farmers and agri-entrepreneurs get value-added products into local grocery stores. The results of the study have provided helpful information to producers trying to market their products into local grocery stores.

Interactive Assessment Tool
This interactive tool will provide a broad assessment of the potential of value-added products being marketed in local grocery stores. The assessment will be based on your responses to a variety of statements about you as the producer, your product, and your application of marketing elements. This assessment is based on the assumption that you have a specific product. The results will not be a marketing plan or road map for getting your product on the shelf of a specific grocery store. The results will be a score that will indicate the likelihood of your value-added product getting into a grocery store. Results of this assessment will be sent electronically to the Center for Profitable Agriculture.

Directions
Filling in the "Personal Information" section of this assessment form is optional. If you wish, you can submit the form anonymously.
Read each statement under the "Interactive Assessment" section and select the response that best describes your situation. You must answer all the questions to receive a score.
In the statements "my product" refers to your specific product — the one you have identified and have or hope to produce.
Remember, the more realistic you are in marking your response, the more accurate the assessment.
If you wish to be contacted by the Center for Profitable Agriculture, please be sure to fill in your personal information, and check the box at the end of the form indicating you wish to be contacted by CPA.


 

Personal Information
This section is optional. If you wish, you can submit the form anonymously.

Producer's Name:

Street Address:

City:    State:      Zip Code:

Name/Description of Product:

Phone:     E-mail:

 

 

Interactive Assessment
You must answer ALL the questions to receive an assessment score.

1. I have considered using a wholesaler as a market channel for my product.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
2. A personal visit, with a sample of my product, has been made to store managers as the first way to "pitch" my product.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
3. When selecting my product's packaging (the size, shape and style of packaging), I considered the size (height and width) of shelf space available in grocery stores.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
4. The price of my product is competitive with name-brand products that are similar to mine.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
5. I can provide documented evidence that my product meets all the required government standards.
    Agree Somewhat Agree Somewhat Disagree

Disagree
 
 
6, A product's image, price and taste are the primary reasons that new new products generate sales.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
7. My products' attributes are effectively communicated to potential consumers and grocers through consistent promotional activities, free sampling, effective packaging and labeling, and educational materials.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
8. The "Pick Tennessee Products" logo is on my product's label.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
9. I plan to assist the store with the stocking and inventory of my product.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
10. Once my product is in a store, the promotional activities for my product will become the store manager's responsibility.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
11. My product has a bar code on the package.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
12. Free samples of my product are available for store managers' use.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
13. I am flexible and willing to work with the requirements of the management of each store.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
14. My situation is such that I can meet specific delivery schedules.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
15. I have had potential customers sample my product, and I have recorded the customers' comments.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
16. The customers' comments obtained during sampling are for my use only and will not be shared with store managers.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
17. Overall, the customers' comments of my product were positive.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
18. I intend to document the sales history of my product.
    Agree Somewhat Agree Somewhat Disagree Disagree
 
 
19. I have purchased liability insurance for my product.
    Agree Somewhat Agree Somewhat Disagree Disagree

 

I wish to be contacted by the Center for Profitable Agriculture.

 

This project was funded in part under an agreement with the Tennessee Department of Agriculture and the USDA Federal-State Market Improvement Program.