When college and university foodservice directors consider produce, the important factors that come to mind are quality and availability. If asked, foodservice directors most likely could not specify their produce brand of choice, but they could tell you about the variety and size of the produce. Brand loyalty may not be a trait displayed amongst college and university foodservice directors, but they have recognized ways that a branded produce company could get their attention.
College and university foodservice operators were surveyed regarding the different aspects of their purchasing practices at their respective schools. This study explores:
- How often operators receive deliveries and which types of produce companies they prefer
- How a branded produce company can get foodservice operators' attention
- Which value attributes are most important to operators when ordering fresh product