Consumers say that a food recall doesn’t have to mean the end of a brand, yet they continue to look to the media to break stories about how food is produced.
Allies in Unexpected Places
Will consumers abandon your brand after a food scare?
Media consumption is at an all-time high. In a hyperconnected world, the news media is the number one way that consumers find food safety information about a brand. And if your brand is center stage, the media’s role in building the perception of a food producer is even more critical than normal. But that’s not a bad thing. Most Americans aren’t automatically swayed by news reports. Media and consumer perception go hand-in-hand, but people are also cautious to sensationalism.
Consumers want to hear the other side of the story. They want food producers to explain themselves. If you’re a food marketer, just updating a website isn’t enough. Consumers are hungry for information, and you have the opportunity to feed them.
Takeaways from this white paper include:
- Consumers’ desire to learn from the media and from food producers
- Food stories that have made an impact in consumers’ opinions
- How consumers can be forgiving of food scares