Viroqua Food Co- op: 2013 Member Satisfaction Survey Report. Shelly Hadley David Trechter

Viroqua Food Co- op: 2013 Member Satisfaction Survey Report Shelly Hadley David Trechter Survey Research Center Report 2013/7 April 2013

Staff and students working for the Survey Research Center at UW- River Falls were instrumental in the completion of this study. We would like to thank Denise Parks, Jim Janke, Caleb Riedeman, Erin Ingli, Rosie Krum, and Jessica Mueller. We gratefully acknowledge their hard work and dedication. We would also like to thank Charlene Elderkin at Viroqua Food Co- op for her assistance. Finally, we thank the Viroqua Food Co- op members who took the time to complete the survey. i

Table of Contents Executive Summary... 3 Survey Purpose and Methods... 6 Shopping Patterns... 13 Member Characteristics and Preferences... 23 Communications... 32 Profile of Respondents... 37 Conclusions... 40 Appendix A Viroqua Food Co- op Written Comments, 2013... 41 Appendix B Quantitative Summary of Responses by Question... 58 ii

Executive Summary In March 2013, Viroqua Food Co- op conducted an online survey of Co- op members. The survey was adapted from the National Co- operative Grocers Association (NCGA) customer satisfaction survey to meet the local needs of Viroqua Food Co- op. The goals of the survey were to provide Viroqua Food Co- op with information that would help them better understand their customers and improve services for Co- op members and shoppers. The Survey Research Center at UW- River Falls analyzed the survey results for the Co- operative. Viroqua Food Co- op members for whom addresses were available (1,849) were sent a postcard invitation to complete an online member satisfaction survey. A total of 424 members completed the survey and provided useable results. Based on the estimated 2,000 Viroqua Food Co- op member households, the estimates provided in this survey are expected to be accurate to within plus or minus 4.2% with 95% confidence. Respondents also provided written comments, which are included in Appendix A. Data summaries for each quantitative survey question are in Appendix B. Member Satisfaction Members are generally satisfied with Viroqua Food Co- op. Only 2% of these respondents said that Viroqua Food Co- op is meeting their needs somewhat poorly or worse and only 2% voiced any level of dissatisfaction. In contrast, 83% said the Co- operative is meeting their needs well or very well and 95% said they are satisfied or very satisfied with Viroqua Food. High proportions of Viroqua Food Co- op members say they are likely or very likely to recommend the store to a friend or colleague (96%, very similar to 2010 results). More than 90% of Viroqua Food Co- op members say a wide variety of store characteristics are meeting their needs well or very well (store cleanliness, hours, and atmosphere, providing natural/organic and local products, the friendliness and knowledge base of the staff, and quality/freshness of products). The one store characteristic for which there are relatively few (30%) who say the store meets their needs well or very well is prices this was true in the 2010 Viroqua Food Co- op survey as well. Viroqua Food Co- op ranks in the top quartile of Co- operatives around the country in the SRC- NCGA national database in terms of satisfaction with all the store characteristics asked about on the survey. Satisfaction with store departments is somewhat lower and more variable than was true for store characteristics. One- half or more Viroqua Food Co- op members say their needs are met well or very well by the fresh fruits and vegetables, bulk, coffee/tea, dairy, wellness items, cheese, bread/bakery, deli/ready to eat, and grocery departments. Satisfaction with departments has remained fairly steady since 2010. 3

Shopping Patterns Fewer than half of Viroqua Food Co- op members report spending more than $100 per week on groceries in 2013; though this percentage has increased since 2010. Viroqua Food Co- op is about average compared to other Co- operatives in terms of the proportion of its shoppers who spend $100 or more per week on groceries. Fifty- five percent of members report buying a majority of their groceries at the Co- operative - the fifth highest percentage among the 42 Co- operatives in the national database. Approximately 7 out of 10 members report visiting the store at least once a week. The factors members most frequently consider when choosing a grocery store have been stable over the past 3 years: quality/freshness of products, the availability of natural/organic products, the availability of local foods, prices, and product selection/variety. Viroqua Food Co- op was rated highly for four of these key factors (the availability of natural/organic products, quality/freshness of products, local food availability, and product selection), and poorly with respect to prices. The survey also collected data measuring the proportions of the Co- op s members who are buying a majority of products from its store departments. Viroqua Food Co- op does well in the departments of bulk, fruits and vegetables, and coffee/tea. Majorities of Viroqua Food Co- op members who consume meat and seafood, and beer/wine buy these products elsewhere. Relative to its peers, most of Viroqua Food Co- op s departments rank in the top quartile in terms of the proportion of members saying they buy a majority of those products from the Co- operative. Customer Base Women appear to make up a disproportionate share of Viroqua Food Co- op members. Viroqua Food Co- op members mostly live at least 5 miles (one- way) from the store. As was true in the 2010 survey, the typical Viroqua Food Co- op member appears to be a highly educated, white woman. Most Viroqua Food Co- op members buy local foods, are proactive about their health, are willing to pay more for sustainably produced products, shop at locally- owned retailers in stores where they feel a sense of community, are focused more on nutrition than price, believe that organic products are very important, and exercise regularly. Most are also politically active. The proportion holding these values over the past three years has changed very little. A majority of Viroqua Food Co- op members believe member- owner specials, patronage refunds, the ability to vote for the board of directors, and business ownership are important Co- operative features. Viroqua Food Co- op members are above average in terms of the importance they attach to member- ownership (9% above national average), and patronage refunds (7% above national average). 4

High proportions of Viroqua Food Co- op members feel that the Co- operative promotes environmental stewardship, is a positive influence on the community, works to create a sense of community, can be relied upon to make ethical decisions, is meaningful in their lives, and has helped them become a better environmental steward. Compared to Co- operatives around the country, Viroqua Food Co- op tends to rank in the top or middle third of Co- operatives nationally with respect to the values its members ascribe to it. A high proportion of Viroqua Food Co- op members feel the Co- operative should support local, sustainable agriculture. The top topics of workshop/class interest for Viroqua Food Co- op members are food preservation and ethnic cooking. Most members are at least somewhat familiar with the Viroqua Food Co- op labels or programs listed on the survey: Co- op Deals, Basics, Fresh! sales flyer and email, P6, and Staff Picks. Communications The most preferred means of getting information from Viroqua Food Co- op are via in- store postings (77%), and mailings (72%). There are relatively few changes in communication preferences between 2010 and 2013. Members have shown a slight increase in the interest of social media communication (Facebook/Twitter) and a slight decrease in email and mail communication. A slight majority of members report that they watch television. Television viewing habits for this group of members is varied with no particular pattern of network viewership. Most members have not heard radio ads for Viroqua Food Co- op in the last three months on the local radio stations mentioned in the survey. 5

Survey Purpose and Methods The goals of the survey were to provide Viroqua Food Co- op with information that would help them better understand their customers and improve services for member and shoppers. Input was sought from Co- op members in four key areas: satisfaction with Viroqua Food Co- op, shopping patterns, communication preferences, and member characteristics. In March 2013, 1,849 Viroqua Food Co- op members for whom addresses were available were invited by the Co- operative to complete an online survey. 424 usable surveys were included in the final dataset. Using an estimated population of 2,000 member households and assuming that the members for whom addresses were available are representative of all members, the estimates provided in this survey are expected to be accurate to within plus or minus 4.2% with 95% confidence. The following analysis will: Summarize the responses to the 2013 Viroqua Food Co- op Member Satisfaction Survey. Compare the responses of different demographic groups within Viroqua Food Co- op to see if they hold different opinions about a given topic. Provide comparisons between Viroqua Food Co- op s response patterns and those of approximately 40 other food Co- operatives from around the country the SRC has studied. Determine if responses varied significantly between 2010 (when a similar survey was conducted) and 2013. Response patterns that vary at statistically significant levels (p <.05) will be noted in the report. 6

Member Satisfaction Indicators of Overall Satisfaction with Viroqua Food Co- op. Overall satisfaction with Viroqua Food Co- op was measured in two slightly different ways in the survey. Members were asked to rate their overall satisfaction with the Co- op and to indicate how well Viroqua Food Co- op meets their overall needs. In Figure 1, overall satisfaction with the Co- op is shown in the top bar in each pair and the Co- op s ability to meet members overall needs in the bottom bar. Figure 1: Two Measures of Member Satisfaction with Viroqua Food Co- op Overall Satisfaction with Viroqua Food Co- op Viroqua Food Co- op Meeting Needs Extremely Satis7ied/Very Well 41% 48% Satis7ied/Well 47% 42% Slightly Satis7ied/Somewhat Well Slightly Dissatis7ied/Somewhat Poorly Dissatis7ied/Poorly Extremely Dissatis7ied/Very Poorly 3% 1% 2% 1% 0% 0% 0% 15% As shown in Figure 1, there is relatively little dissatisfaction with Viroqua Food Co- op. Only 2% of members said they were at all dissatisfied with the Co- operative and only 2% said the Co- operative met their overall needs somewhat poorly. Fifteen percent of members said Viroqua Food Co- op only meets their overall needs somewhat well which is lower than the average of other food Co- operatives the SRC has studied (national database average of meeting overall needs somewhat well is 21%). The degree to which members are satisfied with the Co- operative is higher than their assessment of the Co- operative s ability to meet their needs. Eighty- three percent said the Co- operative is meeting their needs well or very well compared to 95% who said they are satisfied or extremely satisfied with the Co- op as a whole (12% gap). However, the gap is lower than the national average of 18%. The gap suggests that members like the idea and philosophy of the Co- operative but, for one reason or another, find that Viroqua Food Co- op has satisfied their overall needs slightly less well. There are no statistically significant differences in terms of Viroqua s ability to meet members needs or the level of satisfaction among demographic groups. 7

Comparative Summary Tables throughout the report (Tables 1-3, 6-13, 16-17, and 23) will consist of the following: Viroqua Food Co- op (VFC) members responses by percentage, the national average (containing 42 Co- operatives), percentage from the top performing Co- operative with respect to the given set of data, Viroqua Food Co- op s ranking, and the range of percentages among all Co- operatives in the national dataset. Survey Comparison Tables throughout the report (Tables 1a- 3a, 6a- 13a, 16a- 17a) contain the differences between responses from the 2010 Viroqua Food Co- op survey and the 2013 survey and will note statistically significant differences at p <.05. VFC and National Average. The percentage of Viroqua Food Co- op members who said they are extremely satisfied with the Co- op (48%) is significantly above the national average (Table 1), as is the percentage of Viroqua Food Co- op members who said the Co- op meets their overall needs very well. Both results are statistically significant. These results and the high national ranking for both measures indicated a strong connection between the co- op and its members. Table 1: Overall Measures of Satisfaction with Co- operative VFC Members National Average Percent Top Co- op VFC Ranking (out of 42) Range All Co- ops Extremely Satisfied with Co- op 48% 39% 53% 8 23% - 53% Co- op Meets Overall Needs Very Well 41% 29% 50% 5 17% - 50% 2010/2013 Comparisons. From 2010 to 2013, there was a slight decrease, although not statistically significant, in extremely satisfied members while the percentage of members saying Viroqua Food Co- op meets their overall needs very well remained the same (Table 1a). Table 1a: Two Measures of Member Satisfaction with Viroqua Food Co- op: Comparison of 2013 and 2010 Survey Results 2013 2010 Members Extremely Satisfied with Co- op 48% 52% Members saying Co- op Meets Their Overall Needs Very Well 41% 41% Recommend Viroqua Food Co- op to a Friend or Colleague. Another indicator of overall satisfaction with Viroqua Food Co- op is provided by members responses to a question asking how likely it is they would recommend the Co- operative to a friend or colleague. Eighty- three percent said such a recommendation was very likely, 13% were likely to recommend the Co- op, and 2 % were somewhat likely. Results are nearly identical to 2010 survey results of 86% very likely to recommend Co- op, 11% likely, and 2% somewhat likely. VFC and National Average. The percentage of members who are very likely to recommend Viroqua Food Co- op (83%) is above the national average of 76%. The Co- op ranked 8 out of 42 Co- operatives in terms of the percentage of shoppers who are very likely to recommend their Co- operative to a friend or colleague. The result is statistically significant. 8

Satisfaction with Product Categories/Departments. Members were asked how well Viroqua Food Co- op is meeting their needs in particular product categories. Answer options included very well, well, somewhat well, somewhat poorly, poorly, very poorly, and no opinion/don t buy. In Figure 2, the top bar indicates the proportion of members who said a particular product category at Viroqua Food Co- op meets their needs well or very well. The bottom bar indicates the proportion of respondents who either don t buy products in that category or have no opinion. The difference between 100% and the sum of these two bars gives the percentage of members who feel the department is meeting their needs only somewhat well or worse. Viroqua Food Co- op is meeting the needs of a relatively large majority of its members with respect to fresh fruits and vegetables, bulk products, coffee/tea, dairy, wellness items, cheese, bread/bakery, deli/ready to eat, and grocery items. The Co- op is meeting the needs of approximately one- half of members with respect to frozen foods. It should be noted that in categories such as beer/wine, meat/seafood, frozen foods, and deli, a relatively large percentage of members report they do not buy these products or have no opinion. Figure 2: How Well Is Viroqua Food Co- op Meeting Needs With Respect to Product Categories? Percent Very Well + Well Percent No Opinion/Don't Buy Fresh Fruits and Vegetables Bulk Products Coffee/Tea Dairy Wellness Items Cheese Bread/Bakery Deli/Ready to Eat Grocery Items Frozen Foods Beer/Wine Meat/Seafood 3% 11% 14% 14% 19% 18% 18% 23% 14% 25% 28% 43% 36% 36% 49% 79% 74% 68% 67% 66% 61% 60% 59% 91% There are few significant differences in the way different demographic groups rated the product categories included in Figure 2. Younger members (under 45) are more likely to say their grocery needs are being met well or very well at Viroqua Food Co- op. Younger members and members with children in their households are more likely to say that Viroqua Food Co- op meets their beer/wine needs well or very well. 9

Males are more likely to say that their cheese needs are being met well or very well at Viroqua Food Co- op. VFC and National Average. Viroqua Food Co- op is higher than the national average with respect to meeting shoppers needs for most of the product categories listed in Table 2. The Co- op is substantially above average with respect to meeting needs very well for fresh fruits and vegetables and coffee/tea (both 16% above national average), and deli (8% above average). The differences in these three departments are statistically significant. Table 2: Co- operative Dept. is Meeting Needs Very Well Product Category VFC Members National Average Percent Top Co- op VFC Ranking (out of 42) Range All Co- ops Fresh Fruits/Vegs 57% 41% 68% 5 14% - 68% Bulk 47% 47% 69% 24 20% - 69% Coffee/Tea 46% 30% 50% 2 15% - 50% Dairy 35% 37% 53% 22 19% - 53% Deli 31% 23% 47% 7 5% - 47% Bread/Bakery 29% 23% 44% 13 5% - 44% Grocery 22% 19% 31% 12 6% - 31% Frozen Foods 20% 14% 25% 6 5% - 25% Beer/Wine 17% 13% 30% 6 0% - 30% Meat/Seafood 13% 15% 37% 20 2% - 37% The categories of Cheese and Wellness Items are not included in the National Database 2010/2013 Comparisons. Results show slight changes for each of the categories from 2010 to 2013 (Table 2a). None of the differences are statistically significant. Table 2a: Co- operative Dept. is Meeting Needs Very Well : Comparison of 2013 and 2010 Survey Results Product Category 2013 2010 Fresh Fruits/Vegs 57% 53% Bulk 47% 55% Coffee/Tea 46% 50% Wellness Items 38% 35% Dairy 35% 32% Cheese 33% 32% Deli 31% 29% Bread/Bakery 29% 31% Grocery 22% 28% Frozen Foods 20% 18% Beer/Wine 17% 23% Meat/Seafood 13% 15% 10

Satisfaction with Store Characteristics. Members were asked how well the Co- op is meeting their needs with respect to various store characteristics. Figure 3 indicates Viroqua Food Co- op is doing a good job, and in most cases, a very good job of meeting members needs with respect to most of the characteristics asked about in the survey. In particular, store cleanliness, natural/organic food availability, friendly and knowledgeable staff, product quality/freshness, local food availability, hours of operation, and atmosphere received very high ratings. Location, product selection/variety, brand availability, and responsiveness had narrower majorities of members saying the Co- op is meeting these needs well or very well. However, it should be noted in the case of responsiveness, 18% said they had no opinion, suggesting they haven t tested the store s responsiveness. Price is the major exception in terms of satisfaction with store characteristics. Based on similar surveys the SRC has conducted, shoppers are generally less satisfied with pricing at food Co- operatives than they are with other store characteristics. The percentage of Viroqua Food Co- op members who are satisfied with prices (30%) is similar to the average percentage in the national Co- op database in terms of meeting price needs well/very well (national average = 31%). Figure 3: How Well is Viroqua Food Co- op Meeting Needs with Respect to Store Characteristics? Very Well + Well No Opinion Cleanliness of Store Availability of Natural/Organic Foods Friendly/Courteous Staff Quality/Freshness of Products Knowledgeable Staff Availability of Local Foods Hours of Operation Atmosphere/Ambiance of Store Location of Store/Convenience Product Selection/Variety Availability of Brands Responsiveness to Customer Feedback Prices 0% 0% 0% 1% 2% 1% 1% 0% 3% 1% 5% 1% 18% 30% 97% 96% 94% 94% 94% 93% 93% 92% 83% 82% 73% 68% Differences in the way demographic groups rated the store characteristics in Figure 3 included: Longer- term members (3 years or more) rate product selection/variety higher. Not surprisingly, members living closer to the Co- op rate the location/convenience of the Co- op higher. 11

VFC and National Average. Relative to other Co- operatives around the country, Viroqua Food Co- op is above average with respect to meeting shoppers needs very well in all of the categories shown in Figure 3. This is a remarkably strong showing. Viroqua Food Co- op ranks much above average for cleanliness, knowledgeable staff, hours, and location (all 14% above national average), local foods availability (+13% ranking first in the national database for this measure), atmosphere and product quality/freshness (both +11%), friendly staff and product selection (+10%), responsiveness to customer feedback (+7% ranking first in this measure). All the results described above are statistically significant. Table 3: Co- operative Meets Needs Very Well Product Category VFC Members National Average Percent Top Co- op VFC Ranking (out of 42) Range All Co- ops Cleanliness 75% 61% 82% 5 22% - 82% Natural/Organic Avail. 74% 65% 82% 4 44% - 82% Friendly Staff 74% 64% 82% 7 46% - 82% Knowledgeable Staff 70% 56% 72% 3 31% - 72% Local Foods Availability 70% 57% 70% 1 38% - 70% Atmosphere 68% 57% 75% 7 29% - 75% Hours 62% 48% 65% 3 25% - 65% Quality/Freshness 61% 50% 76% 6 27% - 76% Location/Convenience 57% 43% 77% 6 43% - 77% Responsiveness 41% 34% 41% 1 25% - 41% Product Selection 36% 26% 45% 5 12% - 45% Brand Availability 33% 24% 39% 5 14% - 39% Prices 7% 5% 14% 8 2% - 14% 2010/2013 Comparisons. Results show no statistically significant decreases or increases from 2010 to 2013 in respondents saying their needs are being met very well regarding various store characteristics (Table 3a). Table 3a: Co- operative Meets Needs Very Well : Comparison of 2013 and 2010 Survey Results Product Category 2013 2010 Cleanliness 75% 77% Friendly Staff 74% 76% Natural/Organic Availability 74% 72% Knowledgeable Staff 70% 72% Local Foods Availability 70% 64% Atmosphere 68% 71% Hours 62% 62% Quality/Freshness 61% 59% Location/Convenience 57% 59% Responsiveness 41% 38% Product Selection 36% 30% Brand Availability 33% 28% 12

Prices 7% 6% Overall summary of member satisfaction section: Nearly all respondents to the survey are satisfied or extremely satisfied with Viroqua Food Co- op overall. More than 80% of members say the Co- op is meeting their needs well or very well. Results over the past three years for both member satisfaction indicators have remained fairly consistent. For both these indicators, Viroqua Food Co- op ranks in the top quartile of the Co- operatives in the national database. Most members would recommend Viroqua Food Co- op to a friend or colleague. Extremely high marks are given to Viroqua Food Co- op for store cleanliness, and natural/organic food availability. Price is the area with lowest member satisfaction. Results have remained consistent from 2010 to 2013 in members saying their needs are being met very well in both store characteristics and product categories. Shopping Patterns The Viroqua Food Co- op Member Satisfaction Survey also collected information about respondents current shopping patterns. Weekly Grocery Expenditures. Figure 4 breaks down the average weekly grocery expenditures by total amount spent per household. Forty- seven percent of respondents reported spending more than $100 per week on groceries and 51% spend less than $100. Figure 4: Average Weekly Household Grocery Expenditures $50 - $75 22% Under $50 11% $76-100 18% Don't Know 2% $151+ 16% $101- $125 17% $126- $150 14% 13

Overall, grocery expenditures tended to be higher in households with children, those with higher incomes, younger members, and members living closer (5 miles or less) to the Co- op. VFC and National Average. Viroqua Food Co- op members average weekly grocery expenditures are about average for the 42 food Co- operatives in the national database. Forty- four percent of shoppers in the national database spend more than $100/week on groceries compared to 47% at Viroqua Food Co- op. 2010/2013 Comparisons. The percentage of members who spend over $100 a week on groceries increased since 2010. The result is not statistically significant. Table 4: Average Weekly Household Grocery Expenditure Over $100/week Comparison of 2013 and 2010 Survey Results 2013 2010 47% 41% Where Most Grocery Dollars are Spent. Fifty- five percent of respondents identified Viroqua Food Co- op as their primary grocery store. Approximately one- tenth said that Wal- Mart, other store, or Village Market was where they spend most of their grocery dollars (Figure 5). Other stores mentioned by members can be found in Appendix A, Question 2. Figure 5: Spend Most Grocery Dollars: Viroqua Food Co- op Members Viroqua Food Co- op Wal- Mart Other Village Market Woodman's Festival Foods People's Food Co- op Hansen's IGA Bernstad's Market Kwik Trip Willy Street Co- op 4% 3% 3% 2% 0% 0% 0% 9% 11% 11% 55% Members living closer to the Co- op were more likely to report that they spend most of their grocery dollars at Viroqua Food Co- op. 14

VFC and National Average. Viroqua Food Co- op members are much more likely than the national average to say they spend most of their grocery dollars at the Co- op. Thirty- eight percent of shoppers in the national database spend most of their grocery dollars at their Co- op compared to 55% at Viroqua Food Co- op. This result is statistically significant. 2010/2013 Comparisons. Although not statistically significant, compared to 2010, there was an increase in the percentage of respondents who said they spend most of their grocery dollars at Viroqua Food Co- op (Table 5). Table 5: Spend Most Grocery Dollars at Viroqua Food Co- op Comparison of 2013 and 2010 Survey Results 2013 2010 55% 50% Grocery Budget Spent at Viroqua Food Co- op Per Week. Viroqua Food Co- op currently captures one- half or more of the grocery expenditures of 51% of its members. The results in Figures 5 and 6 are consistent. Viroqua Food Co- op is the primary grocery store of 55% of its members, and 51% said they spend more than half (23%) or almost all (28%) of their grocery budget at the Co- operative (Figure 6). Figure 6: Percent Grocery Budget Spent at Viroqua Food Co- op in Average Week A Little (0-25%) 27% Some (26-50%) 20% More Than Half (51-75%) 23% Almost All (76-100%) 28% Don't Know 2% Demographic differences regarding the data summarized in Figure 6: Respondents younger than 45, members with children in their households, and those living closer to the Co- op tend to spend a higher percentage of their household grocery budget at Viroqua Food Co- op. 15

VFC and National Average. Thirty- seven percent of the shoppers in the national database report spending a majority of their grocery budget at their Co- operative compared to 51% of Viroqua Food Co- op shoppers (Table 6). This result is statistically significant. Table 6: Spending a Majority of Grocery Dollars at Co- op in an Avg. Week* VFC Members National Average Percent Top Co- op VFC Ranking (out of 42) Range All Co- ops 51% 37% 67% 7 15% - 67% *Combined responses of more than half and almost all 2010/2013 Comparisons. Results show an increase from 2010 to 2013 in respondents spending a majority of their grocery dollars at Viroqua Food Co- op. This change is not statistically significant (Table 6a). Table 6a: Spending a Majority of Grocery Dollars at Co- op in an Avg. Week: Comparison of 2013 and 2010 Survey Results* 2013 2010 51% 45% *Combined responses of more than half and almost all Shopping Frequency. In terms of the frequency with which people reported shopping at Viroqua Food Co- op, 69% shop at the Co- operative at least once a week (Figure 7). Approximately one- third of respondents shop at Viroqua Food Co- op twice a month (15%) or less frequently (16%). 41% Figure 7: Frequency of Shopping at Viroqua Food Co- op 28% 15% 10% 6% More than 1/Week Once/Week Twice/Month Once/Month Less than 1/Month Demographically, shopping frequency increases with members living closer to the Co- op, members with children in their households, and younger members. 16

VFC and National Average. The frequency with which Viroqua Food Co- op members patronize their Co- operative is above the average for all Co- operatives in the national database and is statistically significant (Table 7). Table 7: Shopping at Least Once/Week at Co- op* VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops 69% 60% 81% 9 35% - 81% *Combined responses of more than once/week and once/week 2010/2013 Comparisons. There was essentially no change in the frequency in which members shop at Viroqua Food Co- op between 2010 and 2013 (Table 7a). Table 7a: Shopping at Least Once/Week at Co- op: Comparison of 2013 and 2010 Survey Results* 2013 2010 69% 68% *Combined responses of more than once/week and once/week Spending Patterns for Specific Product Categories. Figure 8 (next page) summarizes the results of a question asking members to indicate if they buy the majority of a category of products at Viroqua Food Co- op (top bar), elsewhere (middle bar), or do not buy the product (bottom bar). Members buy a majority of their fresh fruits and vegetables, bulk, coffee/tea, and wellness items at Viroqua Food Co- op. The Co- operative is the primary supplier for about half the members who purchase bread/bakery, deli/ready to eat, grocery items, dairy, and cheese. Approximately one- third of Viroqua Food Co- op members purchase a majority of their frozen foods, and meat/seafood from the Co- op. A majority of members buy their meat/seafood and beer/wine elsewhere. 17

Figure 8: Where Viroqua Food Co- op Members Regularly Purchase Various Types of Products Buy Mostly at Viroqua Food Co- op Buy Mostly Elsewhere Don't Buy Fresh Fruits and Vegetables Bulk Products Coffee/Tea Wellness Items Bread/Bakery Deli/Ready to Eat Grocery Items Dairy Cheese Frozen Foods Meat/Seafood Beer/Wine 22% 1% 68% 23% 9% 62% 31% 7% 55% 35% 10% 52% 26% 22% 52% 19% 29% 46% 44% 10% 45% 50% 5% 45% 48% 7% 38% 47% 16% 31% 56% 13% 23% 53% 24% 77% Demographic differences regarding the data summarized in Figure 8 include: Higher- income members are more likely to buy their frozen foods, deli, and beer/wine somewhere other than Viroqua Food Co- op. Younger members are more likely to buy their grocery, beer/wine, and cheese at Viroqua Food Co- op. Members living closer to the Co- op are more likely to buy their grocery, dairy, deli, fresh fruits and vegetables, and beer/wine at Viroqua Food Co- op. Respondents with children in their homes are more likely to buy their grocery, fresh fruits and vegetables, frozen foods, and wellness items at the Co- op. Longer- term members are more likely to purchase bulk products and coffee/tea at the Co- op. 18

When comparing how well departments meet members needs (Figure 2) with the results in Figure 8, there is an average of a 14% gap between the percentage of members who say that a department meets their needs well or very well and the percentage that report buying a majority of that product- type at the Co- op. The largest gap is in the dairy category. Although, 68% of survey respondents said Viroqua Food Co- op s dairy meets their needs well or very well, only 45% report that they buy most of their dairy at Viroqua Food Co- op. VFC and National Average. Compared to other Co- operatives around the country the SRC has studied, Viroqua Food Co- op is above average in terms of capturing shoppers expenditures for most of the categories listed in Figure 8. As Table 8 highlights, Viroqua Food Co- op is substantially (and significantly) above average in terms of market share for fresh fruits and vegetables (22% above national average), coffee/tea (20% above average), deli (13% above), bread and bakery and frozen foods (both 12% above), and grocery (11% above). Table 8: Report Buying Most of a Product at the Co- op Product Category VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops Fresh Fruits/Vegs 77% 55% 79% 4 29% - 79% Bulk 68% 69% 87% 22 49% - 87% Coffee/Tea 62% 42% 63% 2 26% - 63% Bread/Bakery 52% 40% 63% 7 17% - 63% Deli/Ready to Eat 52% 39% 64% 7 15% - 64% Grocery Items 46% 35% 62% 7 16% - 62% Dairy 45% 50% 78% 30 29% - 78% Frozen Foods 38% 26% 51% 4 9% - 51% Meat/Seafood 31% 27% 56% 14 2% - 56% Beer/Wine 23% 18% 47% 6 5% - 47% The categories of Cheese and Wellness Items are not included in the National Database 2010/2013 Comparisons. With few exceptions, most product categories show an increase or remained consistent in the percentage of members who report buying most of the product category at the Co- op in 2013 compared to 2010. The increase in deli/ready to eat, cheese, and fresh fruits and vegetables are statistically significant (Table 8a). Table 8a: Report Buying Most of a Product at the Co- op: Comparison of 2013 and 2010 Survey Results Product Category 2013 2010 Fresh Fruits/Vegs 77% 65% Bulk 68% 72% Coffee/Tea 62% 62% Wellness Items 55% 56% Bread/Bakery 52% 47% Deli/Ready to Eat 52% 41% 19

Table 8a (cont.): Report Buying Most of a Product at the Co- op: Comparison of 2013 and 2010 Survey Results Grocery Items 46% 45% Dairy 45% 44% Cheese 45% 37% Frozen Foods 38% 31% Meat/Seafood 31% 25% Beer/Wine 23% 26% Factors Considered When Choosing Where to Shop. Viroqua Food Co- op members were asked to identify the five most important factors they consider when selecting a grocery store. The top factor for Viroqua Food Co- op members is product quality and freshness followed closely by natural/organic food availability (Figure 9). Local food availability, prices, and product variety rounded out the top five. Less than one- fifth of respondents placed the following categories in their top 5: availability of specialty foods/gluten free, store cleanliness, brand availability, store ambiance, knowledgeable staff, and hours of operation. Figure 9: Factors Considered When Selecting a Grocery Store Quality/Freshness of Products Availability of Natural/Organic Foods Availability of Local Foods Prices Product Selection/Variety Location of Store/Convenience Friendly/Courteous Staff Cooperative Ownership Availability of Specialty Foods/Gluten Free Cleanliness of Store Availability of Brands I/Family Likes Atmosphere/Ambiance of Store Knowledgeable Staff Hours of Operation 6% 49% 43% 39% 30% 27% 18% 16% 15% 14% 14% 64% 80% 76% 20

The most important factors members consider when selecting a grocery store (product quality, natural/organic/local food availability) are store characteristics for which members rated Viroqua Food Co- op highly (see Figure 3). Members were less enthusiastic in their rating of the Co- op s prices (the fourth most important factor these survey responders consider when choosing a grocery store). Prices are a top reason to shop at a grocery store for 49% of respondents, but only 30% of Viroqua Food Co- op members report the Co- op is meeting their needs well/very well in terms of prices. Demographic groups choose a grocery store for different reasons: Cleanliness, knowledgeable staff, and the availability of natural/organic and local foods are more important to members with more formal education. Price is more important to those with children in the home. Co- operative ownership is more important to older members, males, longer- term members, and members with more formal education. Younger members place more importance on brand availability. VFC and National Average. Viroqua Food Co- op members place less importance on brand availability, prices, product selection/variety, location, and store cleanliness and prices when choosing where to shop compared to shoppers at other food Co- operatives studied by the SRC (Table 9). The top factor for Viroqua Food Co- op shoppers when choosing where to shop, quality/freshness of products, is also the top factor for Co- operatives in the national database. The lowest rated factor for members, hours of operation, is also the least frequently chosen factor in the national database. Table 9: Top 5 Factors in Choosing Grocery Store Factors VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops Quality/Freshness 80% 78% 91% 23 16% - 91% Natural/Organic Avail. 76% 67% 85% 10 14% - 85% Prices 49% 59% 73% 36 32% - 73% Selection/Variety 43% 53% 66% 36 32% - 66% Location/Convenience 39% 49% 77% 30 16% - 77% Friendly/Courteous Staff 30% 25% 35% 7 5% - 35% Co- operative Ownership 27% 23% 67% 9 8% - 67% Cleanliness of Store 16% 23% 53% 32 9% - 53% Availability of Brands 15% 26% 58% 39 15% - 58% Knowledgeable Staff 14% 12% 23% 10 5% - 23% Atmosphere/Ambiance 14% 17% 33% 27 8% - 33% Hours of Operation 6% 11% 32% 37 4% - 32% Availability of specialty foods/gluten free is not included in the National Database 21

2010/2013 Comparisons. The top factors when choosing where to shop for groceries has remained fairly consistent since 2010. None of the slight changes in percentages are statistically significant (Table 9a). Table 9a: Top 5 Factors in Choosing Grocery Store: Comparison of 2013 and 2010 Survey Results Factors 2013 2010 Quality/Freshness 80% 80% Natural/Organic Avail. 76% 72% Prices 49% 45% Selection/Variety 43% 50% Location/Convenience 39% 41% Friendly/Courteous Staff 30% 30% Co- operative Ownership 27% 27% Cleanliness of Store 16% 20% Availability of Brands 15% 20% Knowledgeable Staff 14% 9% Atmosphere/Ambiance 14% 17% Hours of Operation 6% 9% Availability of specialty foods/gluten free was added to the 2013 survey Overall summary of shopping patterns section: The percentage of members who report spending at least $100 per week has increased slightly over the past 3 years. Viroqua Food Co- op is about average relative to other Co- operatives around the country with respect to this measure. Viroqua Food Co- op is the primary grocery store for 55% of its members and is in the top third nationally in this indicator. The same factors identified by members in 2010 as driving their grocery store selection remain the same in 2013: quality/freshness of products, the availability of natural/organic products, prices, product selection, and local food availability. Viroqua Food Co- op s members rate the store high with respect to most of these factors (natural/organic products, quality of products, local products, product selection), and low with respect to price. 22

Member Characteristics and Preferences Values and Activities. Members were asked to indicate the extent to which they agreed with a set of value/activity statements. Answer options included agree, somewhat agree, somewhat disagree, and disagree. In Figure 10, options were collapsed into agreement (= agree + somewhat agree/top bar) and disagreement (= somewhat disagree + disagree/bottom bar). Figure 10: Viroqua Food Co- op Members' Values and Activities Agreement Disagreement Buy Local When Available Proactive about Health Organic Foods Very Important Will Pay More for Sustainable Products Shop at Locally Owned Retailers Shop in Places Where Sense of Community Nutritional Value More Important than Price Exercise Regularly Engage in Political/Social Issues 1% 1% 4% 4% 4% 7% 7% 12% 22% 99% 99% 96% 96% 96% 93% 93% 88% 78% More than 90% of members agree or somewhat agree they buy local foods when available, are proactive about their health, believe organic foods are very important, are willing to pay more for sustainably produced products, shop at locally owned retailers, shop where there is a sense of community, and believe nutritional value is more important than price. Nearly 90% exercise regularly. About three- fourths of respondents engage in activities that address political/social issues. Differences among demographic groups regarding the data summarized in Figure 10: Longer- term members are more likely to say that they engage in activities that address political/social issues. Members with more formal education and higher income members are more likely to say they are proactive about their health. 23

VFC and National Average. The comparisons in Table 10 are of shoppers who agree with the personal value statements shown in Figure 10. Relative to other Co- operatives in the database, Viroqua Food Co- op shoppers are less likely to exercise regularly (- 7% from national average). However, Viroqua Food Co- op members are more likely to believe that organic foods are very important (+13%), more likely to shop at locally owned retailers (+12%), more likely to pay more for products that are produced more sustainably, and are more likely to shop where there is a sense of community (both 9% above the national average). These differences are statistically significant. Table 10: % Who Agree : Value Statement VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops Buy Local Foods when Available 82% 74% 85% 6 62% - 85% Proactive about Health 74% 72% 86% 10 64% - 86% Organic Very Important 72% 59% 86% 6 43% - 86% Shop at Locally- Owned Retailers 71% 59% 75% 5 46% - 75% Pay More/Sustainably Made Products 69% 61% 72% 9 44% - 72% Shop Where Sense of Community 59% 50% 64% 6 34% - 64% Nutri. Value More Important than Price 54% 49% 64% 7 33% - 64% Exercise Regularly 53% 60% 70% 32 49% - 70% Politically/Socially Active 41% 41% 56% 20 30% - 56% 2010/2013 Comparisons. Compared to 2010, the proportion of respondents in 2013 who agree with the value statements shown in Table 10a have remained consistent Table 10a: % Who Agree : Comparison of 2013 and 2010 Survey Results Value Statement 2013 2010 Buy Local Foods when Available 82% 82% Proactive about Health 74% 74% Organic Very Important 72% 70% Shop at Locally- Owned Retailers 71% 75% Pay More/Sustainably Made Products 69% 68% Shop Where Sense of Community 59% 61% Nutri. Value More Important than Price 54% 56% Exercise Regularly 53% 49% Politically/Socially Active 41% 44% 24

Champion Social Issues. When members were asked to identify up to three issues they think Viroqua Food Co- op should champion, most members wish for the Co- op to support local, sustainable agriculture (the only issue with majority support). As Figure 11 shows, only one other issue was identified by more than one- third of members as an issue they would like the Co- op to champion: providing nutrition education. Between one- third and one- fourth of members believe Viroqua Food Co- op should address local hunger problems, support efforts to protect/improve the environment, and promote recycling. Only 1% of members (6 members) said that Viroqua Food Co- op should not champion social or environmental issues. Figure 11: Social Issues Viroqua Food Co- op Should Champion Local, Sustainable Agriculture 84% Nutrition Education Local Hunger Problems Protect/Improve Environment Promote Recycling Support Development of Other Small Businesses Charitable Donations to Community Organizations Food Safety Education Support Other Co- ops VFC Should Not Champion Social/Environ. Issues 1% 37% 33% 30% 27% 22% 18% 16% 15% Significant differences of support among Viroqua Food Co- op members include: Higher income members are more supportive of Viroqua Food Co- op providing nutrition education, but are less supportive of the Co- op supporting other co- ops. With respect to supporting local, sustainable agriculture, members with more formal education are more supportive. Promoting recycling is a cause that has more support among older members. 25

VFC and National Average. As is the case with Viroqua Food Co- op members, support for local, sustainable agriculture is the item garnering the most support from shoppers in the national database (Table 11). Compared to the national average, Viroqua Food Co- op shoppers are generally in alignment with the national averages for what they wish the Co- op should champion with a few exceptions. Viroqua Food Co- op members are more likely to support the development of other small businesses (8% above the national average and the top co- op in the national database for this measure). Members are also more likely to believe the Co- op should make charitable donations to community organizations (9% above the national average). Viroqua Food Co- op members are much less likely to want the Co- op to promote recycling (15% below the national average). All of the results described above are statistically significant. Table 11: % Who Say Their Co- op Should: Factors VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops Support local, sustainable agriculture 84% 84% 91% 21 75% - 91% Provide nutrition education 37% 41% 62% 27 18% - 62% Address local hunger problems 33% 34% 49% 15 23% - 49% Support efforts to protect environ. 30% 32% 45% 24 23% - 45% Promote recycling 27% 42% 71% 38 30% - 71% Support dev. of small businesses 22% 14% 22% 1 6% - 22% Make charitable donations to orgs. 18% 9% 21% 4 2% - 21% Provide food safety education 16% 16% 25% 20 9% - 25% Support other Co- ops 15% 9% 19% 4 3% - 19% VFC should not champion issues 1% 2% 6% 23 0% - 6% 2010/2013 Comparisons. Compared to 2010, the proportion of respondents in 2013 who say Viroqua Food Co- op should champion the various causes shown in Table 11a have remained fairly consistent with two statistically significant differences. The percentage of respondents who think Viroqua Food Co- op should promote recycling has decreased significantly and members who think the Co- op should support the development of other small businesses has increased significantly since 2010. Table 11a: % Who Say VFC Should: Comparison of 2013 and 2010 Survey Results Factors 2013 2010 Support local, sustainable agriculture 84% 82% Provide nutrition education 37% 42% Address local hunger problems 33% 31% Support efforts to protect environ. 30% 31% Promote recycling 27% 34% Support dev. of small businesses 22% 15% Make charitable donations to orgs. 18% 17% Provide food safety education 16% 16% Support other Co- ops 15% 16% VFC should not champion issues 1% 3% 26

Viroqua Food Co- op s Impact. Members were asked to indicate the extent to which they agreed with various statements about the Co- op with answer options of strongly agree, agree, somewhat agree, somewhat disagree, disagree, strongly disagree, and no opinion. Levels of agreement (top bar) and disagreement (middle bar), plus no opinion (bottom bar) are shown in Figure 12. Figure 12: Opinions about Viroqua Food Co- op's Impact Agreement Disagreement No Opinion Positive In7luence on Community Promotes Environmental Stewardship Works to Create a Sense of Community Trusted to Make Ethical Business Decisions Meaningful in My Life Helps Me Be Better Environmental Steward 1% 3% 1% 3% 2% 2% 3% 4% 4% 3% 11% 11% 78% 96% 96% 96% 93% 93% Substantial majorities agree Viroqua Food Co- op has a positive impact with respect to all of the values asked about on the survey. There were few demographic differences in terms of the Co- op s impact. Females are more likely to believe Viroqua Food Co- op has helped them become better environmental stewards and is meaningful in their life. Higher income members are more likely to say the Co- op promotes environmental stewardship. 27

VFC and National Average. Compared to other Co- operatives around the country, Viroqua Food Co- op ranks average to above average with respect to the percentage of shoppers who strongly agree with all the value statements shown in Figure 12. As Table 12 shows, Viroqua Food Co- op members responses were above the national average (and the results statistically significant) for those who strongly agree that their Co- operative is a positive influence on the community (10% above the national average), is a creator of a sense of community (9% above national average), and is meaningful in their lives (9% above national average). Table 12: Strongly Agree the Co- operative:* Value Statement VFC Members National Average Percentage Top Co- op VFC Ranking (out of 42) Range All Co- ops Is a Positive Influence on Community 65% 55% 68% 5 42% - 68% Creator of Sense of Community 55% 46% 60% 6 31% - 60% Promotes Environ. Stewardship 49% 48% 61% 22 36% - 61% Is Meaningful in Their Life 48% 39% 57% 4 24% - 57% Trusted to Make Ethical Decisions 47% 43% 58% 13 27% - 58% Helps Member Environmentalism 27% 27% 68% 17 9% - 68% * agree and somewhat agree responses are excluded 2010/2013 Comparisons. The proportion of Viroqua Food Co- op members in 2013 who strongly agree with the value statements shown in Table 12a have remained consistent since 2010. Table 12a: Strongly Agree the Co- operative: Comparison of 2013 and 2010 Survey Results* Value Statement 2013 2010 Is a Positive Influence on Community 65% 66% Creator of Sense of Community 55% 54% Promotes Environ. Stewardship 49% 52% Is Meaningful in Their Life 48% 50% Trusted to Make Ethical Decisions 47% 48% Helps Member Environmentalism 27% 29% *agree and somewhat agree responses are excluded 28

Co- operative Features. Members were asked the importance they attach to various features of the Co- operative. In Figure 13, very important and important responses were combined into a single category (important = left column) and responses of somewhat important and not important into another category (less important = right column). Figure 13: Importance of Cooperative Features to Viroqua Food Co- op Members Important Less Important 77% 69% 22% 28% 58% 54% 40% 41% 45% 48% Member- Ownership Member- Owner Specials Patronage Refund Figure 13 shows that a large majority of members value member- ownership and member- owner specials. Approximately one- half of members place importance on patronage refunds, the ability to vote for the board of directors, and member- owner appreciation days. Member- owner specials and member- owner appreciation days are less important to those with more formal education. Members with less formal education and members with children in their household place more importance on patronage refunds. Member- ownership of the business is more important to older members. VFC and National Average. Viroqua Food Co- op members are significantly more likely to place more importance on member- ownership (9% above national database), and patronage refunds (7% above national database). Table 13: Co- operative Feature is Very Important * Ability to Vote for Board of Directors Member- Owner Appreciation Days VFC Ranking (out of 42) Range All Co- ops Co- operative Feature VFC Members National Average Percentage Top Co- op Member- ownership 42% 33% 46% 4 20% - 46% Member- owner specials/coupons 39% 41% 76% 17 27% - 76% Patronage refund 32% 25% 52% 8 9% - 52% Ability to vote for board of dir. 22% 16% 38% 10 16% - 38% Member- owner appreciation days 20% 30% 60% 28 11% - 60% * Important and Somewhat Important responses are excluded. 29