Therefore, we have tried to provide examples from some of the experiences recorded through the written word wherever possible. Inevitably, therefore, much of the world of crisis management hides behind a veil of 'commercial security'.
Preface
Because most products are grown in the natural environment, they are susceptible to pathogen contamination. US studies in 1995 estimated the annual cost of 3.3–12 million cases of foodborne illness caused by seven pathogens to be $6.5–35 billion.
The anatomy of a crisis
A colleague was updating the company's website, adding a press release and photos of the product and production code, as well as details on how consumers could receive a refund for their purchases. The future of the brand – and perhaps even the company – would depend on the next few hours and days.
Protecting your brands and reputation
- Designing hazards out of a system
- Need for risk assessment procedures
- Benefits of ‘due diligence’
- Marketers beware
- Benefits of corporate citizenship
Another advantage of HACCP is mentioned in the book: predicting possibilities for malicious manipulation of products. In the second edition of HACCP – A practical approach, the authors underline the benefits of the system.
Preparing for the unthinkable
Threats to take into account
Each of them should have at least one and preferably two appointed deputies, depending on the size of the company. It is also important that the rest of the company continues to function as normally as possible.
First hint of a serious problem
This person should also be responsible for keeping other members of the team informed of an impending problem. If such a system is not already in place, it should be put in place to ensure that members of the crisis team can be contacted when they are away from their offices.
TYPICAL RECALL PROCEDURE
- Sources of help and advice
- Checklist for crisis team
- No magic solutions
- Crisis, what crisis?
- Feel and instinct
It is important that any member of the company who may be affected by a crisis is familiar with the procedures involved. Likewise, it makes sense to arrange many more test scenarios for members of the crisis team.
The Internet—a two-edged sword
Of course, today it is not only the Internet that can reach remote and inaccessible parts of the world. There is a further aspect of the Internet that can cause significant disruption and inconvenience to businesses - spam and spam.
Tactics to avoid being caught off-guard
For problems of a serious nature – for example where consumers' health could be threatened – the company introduced emergency procedures. A total of 88% of those who gave "ability to demonstrate concern and interest" the highest ranking said they would be very likely to buy this company's products again, while only 3% would be very unlikely to buy again. It is a difficult balance between adequately compensating consumers in the event of a real problem, but also detecting the potentially fraudulent or excessive claims and protecting the company's financial interests.'' detects possible fraudulent claims and when, why and how much to pay a genuine consumer.
Product tampering—a constant threat
Keeping issues in perspective
The authors noted that, at the time, product tampering was emerging as a major problem in the United States and abroad. Companies in the wake of a product tampering threat or incident chose either defensive or proactive communication strategies. They depended on the outcome of the threat assessment of the incident, the company's crisis communication philosophy, and the extent of media involvement in the harassing threat or incident.
Issues tracking and management
An orchestrated campaign
They included checking the depth of the assessment of the traditional tear strip and the quality of the sheet metal. The traditional rectangular can and grater was also very successful due to the lack of need for a can opener, its weight-to-volume packing density and acceptable rectangular slices of meat. The virtues of the traditional tin were explained and advice given on the best way to open them.
A suspect ingredient
Emergency declarations were urgently required to deal with media interest in the prevailing situation, if the findings attracted the attention of the European press, and to ensure that there was a true representation of the facts. The paper then explained the ingredient's widespread use around the world and the types of foods it was included in. Although the work done showed no signs of toxicity, the industry tried to reduce the levels of the compound in the material it used.
Putting matters in perspective
This kind of analogy is not at all easy to create in the heat of the moment, but always useful. They point out that the results of a single study are rarely conclusive because of the inevitable presence of randomness and the possibility of improper design. The team that conducted the survey stated: “Reporting of trial results is not only often incomplete, but also biased and inconsistent with protocols.
Meeting the media
- Presentation skills
- Reacting to a problem
- Opportunities and pitfalls
- Video news releases
- Video bites
- Keeping issues in perspective
You might think it's difficult to convey so much information in such a short time, but this is the world of crisis management. It's important to approach each interview you submit with your own agenda - the points you want to make. If you say listeria is only present at a low level, the uneducated will interpret that to mean listeria is present.
These are real problems facing the food and beverage industry all over the world. Even in the midst of a desperate situation, it's still important to find out who will be working on your account, their experience level, and how they will charge fees and expenses so you don't end up with unexpected bills. The average person on the street has little idea of the threats that businesses and products may face.
Sources of technical help
The company's unique strength in the event of a crisis is its multidisciplinary resource. The company is independent and does not carry out any enforcement work, but in the event of a crisis, this view of enforcement can provide practical advice to limit the company's liability. It is the only body in the UK authorized to offer the new International Food Standard (IFS).
The powers of enforcement authorities
When dealing with food and animal feed safety, the EU points out: "The general principles of food safety are laid down in a regulation adopted in 2002 and often known as the General Food Law. Science is the essential basis on which the EU makes its decisions on any part of the food chain. Regarding the general requirements, Tony Hines, MBE, head of crisis management at Leatherhead Food International, points out: “The legislation exists to protect consumers from illness or injury when they eat or drink.
Managing a crisis
- Immediate actions
- Is a public recall really necessary?
- Directing media enquiries
- Beware of this information channel
- Preparing a media statement
- Going ‘live’
- Be prepared for ‘the treatment’
- Aim to prevent problem escalating
- Remember your customers
- Employees can be your best ambassadors
- Accept the quirks of fate
- Keep media coverage in perspective
- Fixing the blame
- Insurance cover
- Selection of crisis leader and team
- Other types of crises
Amidst the immediate pressures caused by the crisis, it is imperative to devote time to formulating a strategy to manage the situation while ensuring that general business operations continue to function normally. Depending on the scale of the problem, you may also want to consider providing video news (VNR) for TV bulletins (see Chapter 8). For radio and TV channels in the UK, it is common to ask for the Newsroom or 'desk' of the program in question, such as the News 24 Desk or the Food Program Desk.
Diet and health
Are fish a crisis waiting to surface?
It is on the edge of what was once one of the most pristine underwater habitats in the world. A new report 4 from UNEP claimed that there are about 150 oxygen-starved or dead areas in the world's oceans and seas. Advice was different for girls and younger women because of the potential risk to babies in the womb.
Problems facing the food industry
Unfit meat is persistent problem
One of the biggest meat scandals to ever hit the UK meat trade remains interesting. In retrospect, Bruce Cova said: "It is unfortunate that a few activities tarnished the reputation of the meat trade as a whole. While this was going on, the association found itself in the difficult position of having to fend off media inquiries with blanket assurances about the integrity and standards of the meat trade.
New member states pose problem for EU
It had to gain consensus support from all the major players in the trade and major food companies. Once the code of conduct and other information was accepted, the association was able to speak much more positively about the issue, and so were its members. However, in addition to those involving meat, there are other potential problems that the food industry may have to face in the future, such as those related to fish, which were discussed in more detail in Chapter 13.
Dealing with extremist
It was an offshoot of the Hunt Saboteurs Association (HSA), which was founded in the early 1960s. It is actually a supporter of the Foundation for the Replacement of Animals in Medical Experiments. However, Huntingdon Life Sciences, both in the UK and the US, remains the target of the majority of activity.
Bioterrorism—a clear and present danger
At the same time, during the Roman Empire, soldiers catapulted corpses and dead animals into besieged cities. Archer is a professor in the Department of Food Science and Human Nutrition in the Institute of Food and Agricultural Sciences at the University of Florida in Gainesville. One of the largest natural foodborne outbreaks in US history infected approximately 220,000 people in 1994.
Significant crises
- The company that set the standard
- The company that fought back
- Anatomy of a crisis
- The scandal that sucked in an industry
- The crisis that was described as a wake-up call for meat industry
It ended by thanking "the millions of you who stood with us" and declaring: "Drink all the Diet Pepsi you want." The company had long-established ties and extensive experience in dealing with its key audiences—the media, consumers, customers, regulatory authorities and employees. Despite all the claims—and they were numerous—the FDA has not discovered a single instance of tampering with an unopened can.''.
