Table 1 first describes each participant’s key characteristics. Results are then presented according to the four agglomerated dimensions that emerged from the analysis, namely, the industries background, the KM initiative for product improvement, the product related matters stemming from shared knowledge, and the feeling of motivation. Tables 2, 3, 4, and 5 present more details on each of these agglomerated themes, descriptions, example quotes, and total number of participants with total number of quotes associated. Finally, the resulting conceptual model is presented in Figure 1. All the original quotes are in French and have been translated into English by the researchers.
4.1 Participant’s characteristics
Ten of the participants were interviewed. Half of them were from ingredient supplier businesses, and the other half were from producer/supplier businesses. Seven employees worked in marketing/sales, two in R&D, and one in management. Of the nine different food businesses represented (two were from the same business), there were four SMEs and five large businesses. Regarding organizational hierarchy, seven participants were working in the management of a sector or in general management, two were heads of a sector, and one was an employee. Seven had between five and twenty years of experience in their sector, while the other three had less than five years of experience. The interviews lasted for an average of 95 minutes, with approximately 53 pages of transcripts per interview (Table 1).
Table 1 Key participants characteristics (n = 10)
Participants
|
Business type
|
Sector in the business
|
Business size
|
Hierarchy in the business
|
Years of experience
|
Total time of recorded interview (min)
|
Total pages of transcripts
|
1
|
Ingredient supplier
|
Marketing/Sales
|
Large business
|
Management of a sector
|
5–20
|
96
|
73
|
2
|
Producer/Supplier
|
Marketing/Sales
|
SME
|
Management of a sector
|
5–20
|
116
|
63
|
3
|
Producer/Supplier
|
Management
|
SME
|
General Management
|
5–20
|
93
|
30
|
4
|
Producer/Supplier
|
Marketing/Sales
|
SME
|
Head of a sector
|
0–5
|
119
|
57
|
5
|
Ingredient supplier
|
Research and development
|
Large business
|
Management of a sector
|
5–20
|
110
|
66
|
6
|
Ingredient supplier
|
Research and development
|
Large business
|
Employee
|
0–5
|
91
|
38
|
7
|
Ingredient supplier
|
Marketing/Sales
|
SME
|
Management of a sector
|
5–20
|
106
|
79
|
8
|
Ingredient supplier
|
Marketing/Sales
|
Large business
|
Management of a sector
|
5–20
|
85
|
48
|
9
|
Producer/Supplier
|
Marketing/ Sales
|
Large business
|
Head of a sector
|
0–5
|
59
|
29
|
10
|
Producer/Supplier
|
Marketing/ Sales
|
Large business
|
Management of a sector
|
5–20
|
81
|
48
|
4.2 Industries background
All participants discussed their internal context during the interviews to contextualize what they were saying (Table 2). For all participants, the importance of customers was central to their decision-making process, even for business-to-business (BtoB) businesses, which have other businesses as customers, or business-to-consumer (BtoC) businesses, which have consumers as customers. Influence of other actors was also considered and discussed as being entirely part of a business’s current context. Notably, Participant #1 mentioned Health Canada as an actor that could influence their context, and that communication was sometimes difficult. They also spoke in length about their reality, including their experiences, competitors, values, and practices. Notably, the role of the baker in the development of recipes and its influence on the nutritional quality of products emerged as salient in business discourse.
Table 2 Theme, description, example quotes, total number of participants, and total number of quotes associated with industries background
Themes
|
Description
|
Example quote
|
Total number of participants
|
Total number of quotes
|
Importance of customers
|
Excerpts that show the role of consumers relative to industries context. Examples include consumer’s knowledge, their needs and choices, the business’s reputation with consumers, etc.
|
“Is the consumer willing to pay more for a product that is more interesting nutritionally?” (Participant # 6)
|
10
|
110
|
|
Influence of other actors
|
Comments on other organizations (political, public, or private) and/or on scientists, who influence their context. Examples include Health Canada, MAPAQ, universities, dietitians, etc.
|
“Well, Health Canada, that's what's a bit… ((hesitation)), it's always a bit special with Health Canada: they’ll allow, you know, things that you wonder why they allow, and they'll abolish certain things that you don't understand why they abolish them, you know, sometimes they don't have eh... they don't have an incredible communication (with us), I think.” (Participant # 1)
|
10
|
116
|
|
Their reality
|
Excerpts that address the subject of industries and their own internal context. Examples include the presence of competitors, personal skills of the individual interviewed, strategies in the business, role of the baker in product improvements, etc.
|
“I am in marketing and sales (…) maybe it would be relevant, given that we are talking about bread, to approach bakers. To see the relevance with them at the level of the recipe development or at the nutritional level, to know what they think of it. Basically, they are the ones who create the bread. It's them... It's thanks to them that the bakeries are there. Without bakers, we don't have a bakery, and we don't have a store.” (Participant # 4)
|
10
|
473
|
|
4.3 The KM initiative for product improvement
Participants characterized many sub-themes regarding the knowledge mobilization web platform initiative and how the information had been communicated (Table 3). Most participants would have preferred a more collaborative approach, using a more interactive platform to generate the scientific results presented. For example, Participant 2 felt that he had to accept not only the results, but also the approach. Moreover, the only two nutrients addressed were sodium and fiber, and he questioned the prerequisites of the observational study. Eight out of ten participants commented that the online platform was too long. Regarding the shared information, adapting the message to their reality was also important to keep them interested in the study. For example, it was relevant to have information about the Quebec market, as most product data are usually from the US market. In addition, participants emphasized having the information well explained, such as knowing what the nutritional standard is and on what recommendations they are based. Finally, the need for synthetization and clearer objectives was important, such as determining what exact quantity of sodium per slice is considered healthy.
Table 3 Theme, description, example quote, total number of participants, and total number of quotes associated with the KM initiative for product improvement
Themes
|
Description
|
Example quote
|
Total number of participants
|
Total number of quotes
|
Collaborative approach
|
Excerpts mentioning that the platform is not participatory, collaborative, or interactive enough. Excerpts indicating a need for more collaboration on the platform, as well as regarding the generation of the scientific results presented.
|
“Well, that's how I understand it, with so many steps, it's not an interactive platform in the easy sense of the word, it's not... it's not multiple, it's one, it's monomaniacal, there's a way. You have to go in, go through these steps from 1 to 10 or that's it, it's academic (..) here, I have to accept an approach and the prerequisites that it is fiber and sodium, the two spearheads of the nutritional value, and that bread is not good in sodium, it is not good in fiber. You see, there are many prerequisites.” (Participant #2)
|
7
|
50
|
Online platform is too long to consult
|
Comments on the time it takes to navigate the platform or the length of the text - preferably, it should not be too long.
|
“Too many words. I have to go see some other videos; I don't have time to read right now. It’s a big day, I have 12 meetings, I have 8 people coming into my office at the same time they all want the same thing ((Sigh)).” (Participant #7)
|
8
|
41
|
Need for an adapted message and results
|
Need to rephrase words for more nuance in the results or to have an adapted message to reflect participants’ reality.
|
“The Quebec market is really a special one. Often, we look at the results for the United States. Even, even honestly in the United States, I don't understand how they manage to have a result that summarizes the whole country because there are so many different markets that it's difficult to do so in my opinion. But that’s, that would be that's a plus, that it's adapted to the market here, in my opinion.” (Participant #10)
|
9
|
52
|
Need to have well explained information
|
Need to know what is true from false, to have the truth, the reference, more scientific information, etc.
|
“I would like to know, okay, but four grams, uh, what is the basis for the percentages of daily value? You know it's always a bit confusing, uh, the percentages of the daily value don't tell the whole story either. Personally, I don't eat 2000 calories every day, so what does that mean? So, what is it based on? So, a lot of people won't know that the percentage of the daily value is based on an a... on a 2000 calorie diet.” (Participants #6)
|
8
|
20
|
Need to synthesize and have clear objectives
|
Mention of a desire for clear goals, limits or thresholds, or concrete actions to be taken and/or to reduce the amount of information.
|
“Well, the conclusion, ''nearly half of the sliced breads in our Quebec sample contain too much sodium according to the usual health recommendations'' (reading on the screen) and how much is too much? It's how much that we aim for because, we need salt in a bread recipe… what's your average? I'm going to say 2 grams, and then well, in general we find 4 grams. Well, to know we have to reduce by half, that would help. For conclusion 2 ''almost ¾ of the sliced bread.'' Same thing for conclusion two, it's a nice conclusion but, how much per slice do you think is good?” (Participant #3)
|
7
|
60
|
4.4 Product related matters stemming from shared knowledge
Many product-related questions emerged from the knowledge shared on the platform, indicating the implications of the shared information for their products (Table 4). First, participants explained that a modification to a nutrient, either fiber or sodium, would modify the shelf life of bread products, as well as its taste and texture. In addition, all participants mentioned that there were many labelling and regulation implications to consider before making any changes; notably, the effect that a warning symbol (front-of-pack) would have on their package, and how relevant it would be to recognize it. It is also important to consider the vocation of a product. For example, if a product is created to be tasty rather than healthy, changing its purpose to be more nutritious may impact its taste. Finally, three types of needs were mentioned to be able to modify the nutritional quality of their products: financial resources, material resources, and more information, notably regarding alternative ingredients.
Table 4 Theme, description, example quote, total number of participants, and total number of quotes associated with product-related matters stemming from shared knowledge
Themes
|
Description
|
Example quote
|
Total number of participants
|
Total number of quotes
|
Modification to shelf life
|
The impact on conservation of the modification or development of a new recipe with less sodium or more fiber.
|
“I have a very biased position with respect to sodium in bread dough because I know the nightmares (emphasis on the word) that it causes in the bakery. Especially in sliced bread, where the conservation is a point that is existential–and that does not come from the sliced bread industry, but from the grocers who ask that the bread has a shelf life of more than 5 days. If we decrease the quantity of salt, it has a direct impact also on the conservation.” (Participant #7)
|
8
|
10
|
Taste modification
|
Mention that reducing sodium or fiber (or any other modification) changes the taste of the bread.
|
“White bread doesn't taste like anything if there's no salt, honestly ((laughter)). It's like eating eh, cucumbers–let's say, natural, without anything, you add salt so the taste of the cucumber explodes ((laughs)).” (Participant #1)
|
10
|
36
|
Texture modification
|
Mention that reducing sodium or fiber (or any other modification) changes the texture of the bread.
|
“Sodium is essential to the control of my production and the fibers make my starch bellows heavier, but I need salt to densify it, so (by removing salt), I remove the cement from my product matrix, in scientific terms.” (Participant #2)
|
10
|
36
|
Labelling and regulation implications to consider
|
Anything related to improving food product labelling (Nutrition Facts table, list of ingredients, nutrition claims) and associated regulations.
|
“I think it might be relevant to show how scary it [a warning symbol about the nutrient content] can be on a package. You know, how you don't necessarily want that ((emphasis added)) on your package. So uh, maybe that could be relevant (to add).” (Participant #6)
|
10
|
48
|
Consideration of the vocation of a product
|
Reference to the positioning of the product on the market, it’s vocation (e.g., healthy product).
|
“We position the health aspect at the top versus pleasure versus gourmet (…) it's certain if my goal is to respond to people who are price sensitive and therefore to have the least expensive bread possible, well, it is certain that my priority will not be to have (good) nutritional values.” (Participant #10)
|
10
|
47
|
Need for financial resources
|
Mention of the need for funding to improve or develop new products. E.g., access to scholarships, grants or financial aid, or cheaper ingredients. Clear mention of a need for financial resources.
|
“We work a lot with external laboratories that we pay, and that we pay a lot of money for. Like this week we sent samples to test the content, basically the quality and the fiber content, uh, fiber sodium sugar fat protein, of like 30 products. I think it costs us about $9,000 (...) that's a lot of money. So, if we can somehow get access to some of the analysis, uh, at a reduced cost, that would be great, everybody would win.”
(Participant #9)
|
7
|
15
|
Need for material resources
|
Mention of the need for material resources to improve the products. For example: special ingredients, machinery, storage, etc.
|
“Maybe there is an accessible software that could be purchased (for recipe management)? I think the CTAQ could buy the software, then we would be 25 companies to use it, or we would have a monthly fee to use it.”
(Participant #4)
|
8
|
37
|
Need for more information
|
Mention or statement of a need for additional or necessary information on the platform to improve the products. The need must be clearly stated, either explicitly or via a question.
|
“You could make a hyperlink there, to a database where there are details and advantages/disadvantages of different ingredients suggested to improve the nutritional quality of breads.” (Participant #5)
|
10
|
127
|
4.5 Feeling of motivation
Throughout the text, excerpts about participants’ motivation to improve the nutritional quality of their products were coded bimodally, with first-order themes detailing what motivated them (Table 5).
All participants were motivated to improve the nutritional quality of their product. For example, participants felt that it was right that actions were being taken to improve the food supply quality. Two clear motivations stood out: participants felt motivated when they could see an impact on the population’s health and when a change might bring them new clients (data not shown).
Simultaneously, some participants felt less motivated about improving the nutritional quality of their product. No specific reasons for being less motivated were salient in the analysis; however, many reasons were given by the participants. For example, feeling that it might not be the role of their business to improve the population’s health, but that their priority is to make bread to be eaten.
Table 5 Theme, description, example quote, total number of participants, and total number of quotes associated with feeling motivated
Themes
|
Description
|
Example quote
|
Total number of participants
|
Total number of quotes
|
More motivated to improve the nutritional quality of their products
|
Quotes mentioning that the business is motivated to improve the nutritional quality of their products.
|
“Given that we know that there are so many health problems related to food and it’s very, very expensive. I think it’s a good investment to have governments that are involved in improving the supply of food on the table and that people are aware of it.” (Participant #8)
|
10
|
70
|
Less motivated to improve the nutritional quality of their products
|
Quotes mentioning that they are not motivated to improve the nutritional quality of their products.
|
“It’s not that we don’t care about these things, it’s just that, in the end, we make bread to be eaten. That’s our priority. Even beyond making money, the goal is that when you create food, you don’t want to throw it away at the end of the day.” (Participant #6)
|
7
|
38
|
4.6 Resulting conceptual model
The resulting conceptual model, presented in Figure 1, summarizes the four final agglomerative themes presented and identified as salient in the participants’ discourse during the interviews: industry background, KM initiative for product improvement, product-related matters stemming from shared knowledge, and feeling motivated. The themes are presented in association to show how they were conceptualized relative to each other. First, the industries background was pervasive in participants’ discourses; therefore, this theme is conceptualized in the background and encompasses other themes. The KM initiative itself (i.e., the online platform) was another major theme characterized by participants, as well as considerations of product-related matters stemming from shared knowledge. The first concept relates to how the information was communicated, and the second relates to the implications of that information for the participants. Notably, the arrow is unidirectional from the KM initiative for product improvement to product-related matters stemming from shared knowledge. This is because, without the presence of the KM platform and the information shared, product issues would not have emerged in the conversation. Both themes reported the usefulness of the platform and the information shared. These three themes were related to how participants expressed their feeling of motivation for the KM initiative throughout the interviews, as they mentioned that they were either more motivated or less motivated to improve the nutritional quality of their products.