Perishable food products are marketable under the control of retail supermarkets and mass-market wholesale entities in partnership with national or regional producers. This study consists of an analysis of mean data sets, using consumer responses regarding marketing and quality variables, to confirm research hypotheses that store brand perishable food product value and utility provides useful strategic data to manufacturers entering into manufacturing agreements with retail entities. Previously, the problem was a lack of consumer response data available to manufacturers. The purpose of the study was to provide the leadership of both manufacturer and retailer marketed perishable food brands with quantitative knowledge regarding consumer responses to brand and value attribution questions. The study results succeeded in establishing a base foundation for continued research to advance new knowledge and data acquisition regarding perishable food branding practices and identified consumer responses to significant value and utility questions that establish preferences for the assignment of value through quality and utility of selected perishable food products. Through data, the researcher identifies trends using statistical of data sets to confirm or reject hypotheses willingness of consumers to purchase store branded versus manufacturer branded perishable food products. The survey data produced consistent purchase determinants, allowing manufacturer and retailers increased insight into consumer decision-making processes within the category. Key contractual relationships between retailers and manufacturers regarding perishable production partnerships must consider the primary value and utility needs of the consumer.