*3.2. Data Collection and Analysis*

Data were collected using semi-structured interviews with a series of open-ended questions at 23 separate case organizations. Interview protocols were prepared prior to initial interviews and modified for follow-up as dictated by new information [18,29,51]. Retrospective questions were asked about the following broad areas: (1) Business model; (2) Product portfolio; (3) Production methods and technologies; (4) Product development; (4) Quality management practices; (5) Marketing practices and claims; (6) Sustainability practices and initiatives; (7) Community involvement; (8) Charitable donations; and (9) Workplace and supply chain policies. To address validity and reliability, we triangulated data when possible using other data sources, including the organization's website, news articles, and governmental reports [29,50–52,55]. These open-ended areas of inquiry serve to elicit responses regarding supply and demand characteristics identify practices in support of and emphasizing particular quality conventions and understand competitive strategy. To ensure a complete record for each case, we collected and organized data by case; the data presented in this study are available in Tables 2 and 3.

Nineteen broad categories of attributes were identified from the literature as corresponding to the seven quality conventions (Table 1). We define FSC practices as actions that occur within the FSC that enable or support the attributes of quality conventions. We coded FSC practices associated with quality conventions using the categories of attributes identified in Table 1. In our analysis, we identified each of the literature-based attribute categories as present in at least one case; no additional unique attribute categories were identified. Specific practices associated with each attribute category and the relevant quality convention (e.g., Market, Industrial, Ecological, etc.) are shown in Table 3. In total, 73 unique convention-supporting practices were identified across cases.

In addition to the primary convention related to a specific practice, we also provide additional codes for conventions supported by that practice. For example, the primary convention associated with Case D's production of pastured meat is domestic (DOM) based on the highly specialized process and limited geographic distribution. However, market conventions are also supported by this practice, because the economic value per unit is a basis for competition in terms of the price premium earned. Case D's production methods also support order-winning qualities for the consumer, which are indicative of the public convention (PUB), as well as the ecological convention (ECO). The typology quadrant(s), dominant quadrant and practices identified by quality convention(s) are summarized for each case in Table 3. We present the results of our final analysis regarding the prioritization of quality conventions within each quadrant in Figure 3.

