Consumers were interested in learning more about where their food came from, and some were specifically interested in learning more about their food at the point of sale.  The information people mentioned wanting at the point of sale included the size of the farm, what produce they had, where they were located, and who the producers were.  Other metrics included information about whether or not they partnered with other farms, the farm's carbon footprint, and how the animals were raised.  C8 said he would like to see "really any information about how the thing was grown or raised either in the packaging or in some other way…more data for the most part I am always a fan of.”

C7 said that for him, more information would be "most meaningful at the point of sale. I think some of the farms do a relatively good job of that. Berkeley farmers market itself does it …but the stands don’t’ print brochures."

C8 said that he would like to see more information about his food, and that it would be helpful if the information on the packaging itself, since he looks at the packaging before buying anyway.

Some of the consumers mentioned wanting more information wherever they ate food, including restaurants and grocery stores.  C5 said "any place that food is, any food outlet is an opportunity to generate awareness about the means of production."