Fieldlab Vertical Farming
Interviews: purpose and approach
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- Goal: exploring images, familiarity and added value Vertical
Farming (VF) for leafy vegetables, fresh herbs and soft fruit, from
chain parties perspective - Objective: exploring images, familiarity and added value Vertical Farming (VF) for leafy vegetables, fresh herbs and soft fruit, from the perspective of chain parties
■ Block 1: The challenges as a buyer / cat. manager
■ Block 2: Possible place of VF herein, common and cordoned off tegen gangbaar en biologisch
- Goal: exploring images, familiarity and added value Vertical
Interview: content block 1
- What does your job entail? role i.r.t. Fresh produce purchase/assortment? What are objectives, targets?
- Are you trying to meet specific consumer needs? What are the challenges here?
- What must a fruit and vegetable product meet? What helps you achieve your objectives, targets? And what makes it difficult?
- What quality characteristics (with regard to product, supplier, service) do you expect?
Interview: content block 2
- Are you familiar with VF? What does it mean for you?
- What advantages do you see from VF (compared to conventional and organic)? What features do you appreciate?
- What disadvantages of VF do you see?
- What shifts in the assortment do you expect and does this offer opportunities for VF?
- Does VF match your image as a company?
- What could be decisive features of VF to include it in the range?
English (UK) 
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