WHITE PAPERAllies in Unexpected Places

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.

  • January 14, 2016

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