Choose Iowa Horticulture and Fiber Focus Groups

Choose Iowa is a program by the Iowa Department of Agriculture focused on identifying and promoting local food, beverages, and agricultural products. Recently, the program received a mandate to extend its promotional efforts to include horticultural and fiber goods from Iowa, broadening its scope beyond just food and beverages. This expansion necessitates the formation of focus groups tailored to these topics, given the diversity and complexity of horticultural and fiber goods. Two distinct types of focus groups are proposed: one targeting "Growers/Producers" to understand the strengths and challenges they face in producing and marketing their goods in Iowa, and possible division into specialized groups such as greenhouses and Christmas tree farms; and another targeting "Customers" to discern their preferences regarding Iowa-sourced horticultural products like flowers and plants, as well as assessing their willingness to purchase such locally-produced items. The focus groups aim to articulate criteria for classifying horticultural products from Iowa, thus ensuring the successful integration of horticulture and fiber goods into the Choose Iowa program. This initiative involves gathering insights on consumer values and producers’ needs, thereby aligning the program’s promotional strategies with the market demands and production realities. The project holds substantial interest and investment potential, with the estimated contract value ranging from $50,000 to $150,000, and is categorized as a solicitation opportunity under the agency of Agriculture and Land Stewardship, with a NAICS code of 722310 and a PSC code of R499. The project is set in Iowa, USA, with Jonathan Koele being the primary contact for correspondence and further information.