Is your consumer service ready for today?
Consumers expect more than ever: instant answers, anytime, anywhere – always in your brand’s voice. Companies, meanwhile, need smarter ways to meet these demands without extra resources.
Meet FoodBot – built for the food industry
Developed by Akvamariini, FoodBot is a generative AI solution designed specifically for food sector consumer service. It delivers:
- 24/7 speed and reliability – answers the most common questions instantly.
- Smart escalation – directs complex cases straight to your specialists.
- Brand consistency – every response is aligned with your tone of voice.
Why it matters
- 73% of consumers say fast digital service is crucial.
- 65% expect companies to use the latest technology – including AI.
(Salesforce, 2023)
In the food sector, consumer inquiries are rarely simple: ingredients, origin, nutrition, usage, ethics, or health. Responses must be accurate, quick, and on-brand.
Conversational by design
FoodBot doesn’t just give answers – it has real conversations. It understands natural questions, gathers details automatically in complaints, and guides the dialogue like an experienced service agent.
Whether during product launches, campaigns, or crises, FoodBot ensures your consumers always get fast, consistent service – even when your team is under pressure.
Human + AI = the best service
FoodBot handles routine questions and frees your specialists to focus on sensitive or complex cases. The result? Happy consumers, more efficient teams, and seamless brand communication.
Why Akvamariini?
We’ve managed food sector consumer service for 7 years, answering over 25,000 inquiries. We know the industry, the expectations, and how to make AI work in practice – safely, reliably, and in your voice.
FoodBot in a nutshell
- Converses naturally and consistently.
- Handles complaints smoothly with auto-filled details.
- Scales effortlessly for launches, campaigns, and crises.
- Doubles as a marketing channel for new products and sustainability.
- Frees experts’ time for what really matters.
- Built on Akvamariini’s proven consumer service expertise.
👉 Ready to modernize your consumer service?
Contact us: info@akvamariini.fi
Consumer Service is a Critical Part of Brand Experience and Loyalty
It is a direct connection to consumers—and every encounter affects your company’s reputation.
Akvamariini offers food industry companies an outsourced service that combines communications with product and nutrition expertise, backed by 20 years of experience.
Experience brings confidence:
- Approximately 25,000 inquiries answered
- High customer satisfaction
Benefits of outsourcing – speed, ease, and quality
Outsourcing consumer service is a strategic choice that brings efficiency and assurance. Done right, it functions like a part of your company—yet often faster and more consistent in quality.
While your company focuses on its core operations, we make sure you stay up to date. We report directly into your system (SAP, Excel, or cloud services) and deliver monthly numerical and narrative summaries. You receive immediate notifications of rapid trend changes so you can react in time.
Want to get product information under control easily and efficiently? Get in touch and let’s find the best solution together.
Supports your brand
- Sustainably organized and reliable consumer service.
- Consumer dialogue that serves brand and, for example, quality-control goals.
- Rapid access to information on feedback trends and exceptions.
- Handling of consumer compensations.
- Versatile data for, among other things, production needs.
The goal is a reliable, flexible, and cost-effective cooperation model where no information is lost.
Food company needs
- Industry and nutrition expertise.
- Prompt, situationally aware, and proactive communication—and an understanding of brand building.
- Familiarity with your company, product expertise, and smooth cooperation.
- Reporting in the desired system and a considered compensation process.
- Management and resourcing of consumer service even at peak times. Crisis communication if needed.
Focus on quality, reliability, and brand loyalty.
Interview: Consumers’ tricky questions
Consumer service is where everyday questions meet company practices. We asked Heidi Halttunen – food scientist and long-time consumer service professional at Akvamariini – what makes the work rewarding, where the biggest challenges lie, and what surprises she has faced along the way.
What’s the most rewarding part of your work?
“Helping consumers make better, safer food choices. When a consumer gets a clear answer – whether about allergens, shelf life, or sustainability – and feels heard, it builds trust. It’s rewarding to bring clarity to complex issues and see uncertainty turn into confidence in both the company and its products.”
And the most challenging?
“Expectations vary widely. Sometimes questions are based on myths circulating on social media, so the challenge is to respond respectfully while keeping answers fact-based. Repeated product issues with the same consumer can also test trust, requiring extra transparency and care. And with constant changes in recipes, packaging, and assortments, accuracy always needs double-checking.”
What cases take the most time?
“Detailed questions. Consumers may want to know about micronutrients, production processes, or cross-contamination risks. Those answers often require careful fact-checking from multiple sources.”
What makes a good response?
“Clarity, timing, and empathy. A good answer is easy to understand, avoids jargon, and is backed by verified facts. Tone matters too – the consumer should feel their concern is important. Ideally, it’s a dialogue, not a one-way message.”
Have any questions surprised you?
“Definitely. The variety is huge – from sustainability to detailed raw material origins. Some consumers are extremely well-informed. Even tiny packaging changes can spark a wave of contacts. On the positive side, many consumers also reach out just to say thank you – for both the products and the way feedback is handled.”
Do product categories affect how you handle service?
“Yes. Every category needs reliability and clarity, but the emphasis differs. For example, baby food inquiries demand extra precision and empathy. Parents need absolute clarity on allergens, nutrition, and safety.”
How does your background in food science help?
“It helps me explain product variations, shelf life, and labeling requirements with confidence. I can interpret legislation and guide consumers in understanding what’s on a package – and why.”
What does good collaboration with companies look like?
“The best results come when consumer service is seen as part of the value chain. Direct links with quality control and marketing mean up-to-date information flows quickly both ways. Consumer service can then feed back insights that help improve products and the overall consumer experience.”
Product Expertise Is Essential in Food Industry Consumer Service
Authors: Heidi Halttunen and Pia Jännes
Product expertise is a broad concept that is essential for those managing consumer services in the food industry. A diverse understanding of products helps in smoothly responding to consumer feedback. In everyday consumer service, it is also important to understand what consumers expect from a product: feedback often stems from a gap between expectations and experience. This way, one can also interpret the consumer’s intention, which is not always clearly expressed. Feedback often involves complex themes, and it is important to understand what responsibility means for a product or what legislation says about packaging labels.
Managing Brand Image – A Sum of Many Parts
Effective communication in dialogue is crucial in all situations and with all feedback. The consumer’s interest may focus not only on the product itself but also on advertising or packaging size, or they may present their own product idea. In outsourced consumer services managed by Akvamariini, additional information on such topics is sought when necessary.
In the food industry, however, the importance of substance expertise must be emphasized: naturally, safety is of central importance. Various allergies and sensitivities influence consumer choices in addition to preferences. In such cases, consumer service must know exactly how to respond.
Packaging, along with the product itself, is at the core. It is a key communication platform, and more and more consumers scrutinize package labels closely already in the store. This is driven by increasing consumer awareness and possible special diets. Interests may include whether the ingredients are animal-based, allergenic, lactose intolerant, nutritional information, celiac-safe, or gluten-free. Consumers may also question the role of certain ingredients or the significance of additives. Ingredient origin and ethics are also of interest, and choices must be justifiable from a sustainability perspective.
Consumers often make decisions based on the front of the packaging. Consumer service representatives must be able to explain design choices made in packaging. Long-time consumers also notice changes in packaging materials and ingredients, and this information must be available to consumer services proactively. Product expertise thus requires constant updating.
Product quality is influenced not only by the producer but also by other factors: for example, the cold chain must be maintained throughout transport and home storage. Consumers tend to be more concerned about quality issues in the food chain than about whether they themselves are handling the product correctly (Kennedy et al. 2011). This issue must also be addressed appropriately in communication when necessary.
Does the Consumer Need Compensation?
When consumer service considers compensation, it is important to understand what kinds of quality deviations can occur and what causes them. This information is needed to decide which quality deviation qualifies as a compensable defect. Complaints typically have two reasons: either the product is faulty, or the consumer’s experience is lacking for another reason. In mass-distributed products, quality deviations are inevitable, and individual experiences vary. Some consumers do not complain even about obvious faults, while others expect exact consistency from package to package.
Some consumers seek compensation, while others simply want information. Their concerns may involve the quality of other products in the same batch or the safety of the consumed product. Good product expertise helps the consumer service representative understand and clarify the root of the concern. Feedback rooted in worry or fear can relate to a real or perceived situation, and reasons can be varied. An expert and appropriately toned response always helps ease the consumer’s concern and increases trust in the brand.
In Akvamariini’s consumer service, standard compensations are handled routinely, but situations requiring closer consideration are also identified.
Knowledge, Understanding, and Skill as Keys to Successful Communication
As the name suggests, consumer service must remain close to the consumer’s world. The work is successful and smooth for all parties when the consumer can submit a complaint easily, including the necessary information, and remain informed throughout the process. Contact channels must be clearly defined and easy to find.
Lack of consumer knowledge immediately impacts communication. It is essential for consumer service representatives to have up-to-date information on selection, availability, ingredient changes, and possible campaigns. Whatever happens around the product, it will prompt consumer questions—especially from consumers who feel a connection to a brand, and that is a good thing!
Production or Import – Food Companies’ Consumer Service Needs Differ
Akvamariini’s outsourced consumer service can be implemented either in the company’s own system or in Akvamariini’s custom ticketing system.
When food companies reorganize their consumer service, the basic needs often sound familiar:
– a combination of communication and nutritional expertise is required,
– resourcing challenges caused by staff turnover must be resolved,
– and there is a desire to clarify, update, and develop current operating models.
However, the data needs of a manufacturing company’s consumer service are often broader than those of an import company.
Even quality standards and audits require the consumer service to provide extensive information. Private label production
also demands its own categories.
Data is needed over long periods and must be analyzable from multiple perspectives. Examples of required data and reporting topics include the correlation between feedback topics and production batches, and identification of feedback trends.
System Choice Determines Workload
It is well known that choosing the right system can result in efficient operations – or, if chosen poorly, in unnecessarily
rigid processes.
Akvamariini’s customized ticketing systems have proven their cost-efficiency. When the consumer service needs of food
companies are understood, it is possible to create a flexible tool for consumer communication that also produces
data meeting quality control criteria.
The agility and results of tailored ticketing software foster satisfaction in the company’s consumer service operations.
Customer Service in the Same System
It’s also advisable to integrate the customer service for B2B clients into the same system, as the data needed and
its processing are similar. For example, complaint flows can be compared, enabling rapid identification of root causes.
Even when Akvamariini manages consumer service, the company may still keep its own customer service team – using the shared
system is beneficial in any case.
Confidence in Your Consumer Service
Akvamariini’s extensive expertise in food industry communication and partnerships enables deep and realistic discussions and
needs assessments when outsourcing consumer service becomes relevant.
Expertise Is Central in Consumer Service
The purpose of consumer service is not just to respond to feedback – it also conveys the company’s values and responsibility. In challenging situations, expertise and a respectful tone are emphasized.
Consumer service professionals must have strong knowledge of the product, the company, and the industry. In addition, they need communication skills, sensitivity, and the ability to understand the consumer’s perspective.
Akvamariini’s team includes experts from the food industry and seasoned communication professionals. We speak to consumers in a way that builds trust – even when the topic is sensitive.
Understanding Builds Better Service
A successful consumer service process is based on deep understanding. We help identify the themes that arise in consumer feedback and utilize them in business development, product development, and brand work.
Continuous feedback reporting ensures that the voice of the consumer is heard – and that it leads to action.
Each Response Shapes the Brand Image
A single word can build or break trust. In outsourced consumer service, the partner must understand the company’s tone, goals, and values. That’s why we always tailor our service and train our team thoroughly.
We want to help make consumer communication a strength for your company.
Reliable Quality in Consumer Service
In the food industry, consumer service is not only a necessity but also an act of consumer care and brand building. All kinds of inquiries—big, small, or unusual—require diverse expertise.
Outsourcing consumer service to Akvamariini provides access to deep knowledge of the Finnish and international food sector, product and nutrition expertise, as well as communication tailored to your brand—including crisis communication, if needed.
We’re familiar with all feedback channels—including social media. Topics range from product defects to climate change, distribution questions, or personal consumer concerns. We keep conversations well-managed across the board.
“I’m especially pleased with how quickly Akvamariini grasped our operations and products. Cooperation with Sweden has also gone smoothly. Since our team in Finland is compact, it’s crucial for us to trust that our consumer service is handled professionally—and with Akvamariini, we’ve had no need to stress.”
— Jenni Immonen, Trade Marketing Manager & Sales Support
A Capable Process Builds the Brand
Our clients are well-known food brands—both domestic producers and importers.
Regardless of the company, challenges tend to recur. Still, consumer service demands consistency, structure, speed, resourcing, leadership, and execution—all of which often don’t fit seamlessly into internal roles.
Akvamariini customizes a process suited to your company and handles its leadership and daily operations. This removes the burden from your team—even during peak seasons or holidays. We deliver cost-effectively and transparently, using a cloud-based ticketing and reporting system or the client’s own tools. We also manage consumer compensation.
Our outsourced service always stays professional. We’ve proven we can turn even difficult situations into opportunities for brand building. Clients also gain timely insights into business-critical feedback trends. Only actual work hours are billed.
Outsourcing Frees Up Time
Many of Finland’s top food industry names are among our growing clientele. Outsourcing saves valuable time and becomes an efficient part of the brand experience.
“Akvamariini has managed our consumer service flawlessly for seven years. We especially value their food industry expertise and understanding of our brand. It’s a relief to know our contact with consumers is handled with professionalism and skill.”
— Riikka Haarasilta-Suutarinen, Marketing Manager, Pågen
A Successful Consumer Response Is the Result of a Carefully Constructed Process
In the food industry, consumer services receive inquiries for a wide variety of reasons. Often, the topics of questions are recurring, as the main issues within product categories and packaging remain similar. Nevertheless, each consumer must be treated as an individual.
The role of consumer service is not to engage in lengthy discussions, but to resolve issues efficiently – concisely and quickly, patiently and kindly, relying on both nutritional expertise and brand understanding. This is why the expertise of the consumer service representative, agreed-upon response models, and collaboration are key.
Consumer service must be prepared for both predictable and new topics
A competent food industry consumer service quickly identifies the consumer’s sentiment and the type of response needed. The inquiry is typically based on an acute experience. However, the consumer’s perspective may vary greatly depending on their knowledge level and psychology and may therefore often be surprising. Sometimes, even professionals, such as those working in retail, may submit inquiries.
As many as 75% of consumers say response speed is one of the most important elements of customer service. Good preparation is therefore the foundation of successful service. An experienced consumer service representative quickly assesses whether expertise from production, management, or communications is needed.
When additional information must be sourced from the brand side, pre-defined contact persons play a crucial role. The outsourced consumer service representative always has the internal support of Akvamariini, but there must also be at least one main contact on the client’s side. Akvamariini aims to get to know the client’s representatives more broadly from the start of the partnership to ensure that responses don’t depend on a single point of contact. In addition to a main contact person, direct communication with production, for example, may prove essential.
Expertise in food and communications, anticipation, and shared guidelines are the foundation of outsourced consumer service
Expert knowledge is essential in consumer service, whether it is managed internally or outsourced. Interestingly, even 73% of consumers say that an especially good service experience raises their expectations in similar future situations.
Akvamariini has a unique ability to combine food communication and nutrition expertise with brand-value-based and anticipatory response models. It is essential that consumer understanding extends to both the end-consumer and the client company. This is why we are able to provide support for efficient outsourced consumer service even on a tight schedule – tailored to match the brand’s tone of voice.
“Hello! Thank you for your quick and professional response! Our trust in your brand was not harmed, and we will definitely continue enjoying your products at our breakfast table!”
– Feedback from a consumer to our consumer service representative
Outsourced consumer service concept presented at the Finnish Food Industry Day
Akvamariini presented its outsourced consumer service concept at the 2022 Food Industry Day. After a break, Food Industry Day was held again—and we were there. This time not as speakers, but as exhibitors.
Outsourced consumer service still appeared to be a new and intriguing opportunity for many industry actors. What stood out most was our sector-specific expertise in implementing the service.
The core of Akvamariini’s service model was seen to be industry knowledge and a transparent pricing model.
Akvamariini’s Study: The Quality of Food Industry Consumer Services
Akvamariini investigated the quality of consumer services in the food industry: Responsibility-related questions are the most difficult for food companies.
The level of expertise in food industry consumer services varied greatly in the qualitative mystery shopping study conducted by the communications agency Akvamariini. The sample comprised 35 reputable and category-known companies and brands, ranging in size from market leaders to medium and smaller domestic or international food brands. The study was conducted at the turn of 2022–23.
Specialized in food communications, Akvamariini selected well-reputed brands known in the Finnish market for the study, drawing on its industry expertise. Akvamariini has nearly 20 years of experience in food industry communications and six years of experience providing consumer service to the food sector.
Results offered both averages and surprises
The mystery shopping inquiries represented ordinary consumer questions in three categories:
- General topic (e.g., package size, distribution channel, allergens, advertising, thanks, product suggestion, package size, special diet, etc.)
- Product problem (a subject the consumer considers a problem; for example, concerning taste or smell)
- Responsibility-related inquiry (e.g., origin of ingredients, production conditions, etc.).
The topics examined concerned response time, management and quality of dialogue; building one’s own brand; compensation process; expertise, product knowledge and interpretation of the dialogue; findability of contact information; and the overall customer experience. Responses were measured on a scale of 1 (worst) to 5 (best). Extremes were plentiful, but the average for all categories was 3.3.
In as many as 15% of cases, company contact information was very difficult to find. In a few instances, the contact info printed on the package was entirely wrong, or the return channel was not actively used by the company.
The biggest brands surprised by partially not responding at all; in addition, they were the slowest responders.
There were also several rather curt responses. In part, the inquiries were clearly perceived as undesirable and possibly as a disturbance to other work. Responses were even sought from abroad in English and forwarded to the inquirer without any cover note.
On average, the responses were satisfactory or good. Dialogue flowed most smoothly when the response template was clear and anticipated.
Brand building proved problematic
In the majority of responses, the brand was not consciously built—though in some cases it was. A few smaller operators achieved excellent yet efficient dialogue, above all through strong product knowledge. The appearance of some messages and systems was conspicuously behind the times, and cloud services seemed to be used only rarely. Often, the consumer service response process was clearly not managed professionally.
Most puzzling was that more than one fifth left responsibility-related inquiries unanswered.
“It is significant that fully 22% of companies failed to respond to responsibility-related questions of an ordinary level. In our view, this is because consumer service as a function is not prepared to answer them. A consumer service agent without adequate support may feel that responding to precisely these themes is especially risky. All the same, the total lack of response was truly surprising, given that companies today are often well prepared for responsibility topics. Apparently, knowledge and competence do not extend as far as the consumer service process,” assesses Akvamariini’s CEO, Pia Jännes.
Because mystery shopping situations are not about real crises, long-term seasonal situations, or question spikes, the effect of a heavy volume of inquiries or of new situations and loads on the quality of the response process could not be studied. Nor were package markings evaluated this time.
In summary, concerning the development of one’s own brand, 10% of brands received clearly positive marks; 54% achieved a neutral result, in which the response was not particularly used for building the brand; and as many as 19% fell on the side of negative brand building. Brand builders should therefore be even more vigilant regarding consumer service as well: consumer demands on brands are constantly increasing, and rapid reactions especially in social media may come as a surprise.
Product Information Is Your Brand’s Business Card
Expectations from retailers and consumers are high—precise, up-to-date and visually appealing information strengthens trust in your company. Akvamariini offers a comprehensive solution for managing the GS1 Synkka product information service and the GS1 Register.
Expertise in grocery retail
Managing product information requires precision and timeliness. By outsourcing, you save time and ensure that your data supports your business in the best possible way.
We have over 20 years of experience in grocery retail and the food sector. We know the requirements of the industry and ensure that product information is both technically accurate and commercially effective. We are also part of the Food Data Finland network.
Want to get product information under control easily and efficiently? Get in touch and let’s find the best solution together.
Product information management made easy and efficient
- Up-to-date and reliable product data
- Information that meets the expectations of retailers and consumers
- Using data for reporting and analytics
- Smooth processes and cost efficiency
- Both technical and communications perspectives on product information
The goal is a smooth, cost-effective process that frees resources for your core operations.
Companies’ information management needs — Akvamariini’s solutions
- Management of the GS1 Synkka service and the GS1 Register: comprehensive support for saving and updating product data, package markings, logistic markings, and images.
- Reporting and analysis: preparing product reports and lists as well as analyzing and developing product data.
- GTIN code management: we assist with maintaining GTIN codes and the GS1 Register.
- Data management and analytics: developing and maintaining master data, editing Excel files, analyzing sales and campaign impacts, data visualization, and reporting.
Cooperation that works—smooth from the start and evolving solutions for the future.
GS1 Synkka Product Information Service Offers New Opportunities for Profiling
The growth of e-commerce has brought new features to Synkka, the product information service maintained by GS1. The opportunities are worth utilizing widely, but in the daily life of a company this is not always easy. Akvamariini offers GS1 Synkka assessments and the maintenance of product data and images for companies in the food sector and other grocery retail. The service is also synergistic with our outsourced consumer service.
GS1 Synkka is a cornerstone of grocery retail and food service: suppliers use the standardized system to share essential product information with receiving companies such as retail chains, or, for example, large kitchens building recipes. Retailers hope to receive the information well in advance, even if the product does not ultimately make it to sale. The strong forward-lean applies also to visual materials.
“The central benefit of the GS1 Synkka product information service for our customer is that the information can be shared once to all necessary stakeholders. This allows the customer to focus specifically on the quality of product information, which—when buying online—is visible all the way to the end customer and thus becomes a means of differentiation. Our product information service also promotes transparency: efficiently shared information readily tells everything necessary from origin to environmental impacts. It thus serves the entire chain broadly,” summarizes Sales Manager Katarina Bredenberg from GS1.
Make full use of claims, images, and markings
There is plenty that product information managers need to reconsider, as GS1 Synkka can now include health claims, nutrition claims, and packaging-related sustainability and recyclability claims alongside other product information. At the same time, the demand for accuracy increases.
Communications and nutrition expertise provide a solid basis for error-free management of information in line with your brand. When the person managing product information understands the internal classification of claims and, for example, their nutritional significance, confidence in completing the information is at an excellent level.
Communications agency Akvamariini offers skilled assistance not only in managing the key features of the GS1 Synkka product information service but also, for example, in drafting and translating package markings. When all the information on the package is efficiently and correctly entered into the product information service, the client can focus on doing business.
Akvamariini offers:
- Situation analysis
- The end-to-end setup of new products
- Removal of outdated information
- Help with claims and package markings
More information about our offering is available on GS1 Synkka’s own pages of partner services.
Crisis Communication Readiness Secures the Brand
It’s obvious that in a fast-paced and constantly changing world, every company must be prepared to face unexpected challenges. This is especially true in the food and beverage industry, where consumer trust—and ultimately, health—are at the core.
Over the past year, Finland has witnessed several major communication crises. It has become clear that many companies lack an up-to-date crisis communication protocol—or at least one that management has internalized and committed to. If an outdated version does exist, it’s of little use in the moment of crisis when immediate, relevant actions are needed from today’s leadership.
A crisis will test whether the topics and processes are fresh in management’s minds. Regular updates to the crisis communication guidelines help maintain the critical ability to act quickly and appropriately. Additionally, new communication channels and technologies constantly change how information is shared and received—these changes must also be embraced.
The Role of Crisis Communication Across Industries
In the food and beverage industry, crises can range from quality control issues to matters affecting health and safety standards. Such events can severely damage a company’s reputation and erode consumer trust—leading to significant financial losses and long-term brand damage. In industries like sports and outdoor gear, questions of sustainability frequently surface.
Maintaining consumer trust is vital. Alongside a communication plan, leadership should maintain strong media and presentation skills. The key is keeping both the plans and skills up to date—including the latest scenarios and fresh rehearsal experiences.
Human Factors Matter
Ongoing regulatory changes create new and recurring challenges. Key personnel or their roles may also change. A fire may be literal or metaphorical, but communication can quickly spiral if preparedness is lacking.
Regular updates and drills ensure leadership is ready to respond effectively when a crisis strikes. Akvamariini’s tailored crisis communication training addresses the roles of key people—such as leadership team members—and real current challenges.
Depending on the organization, it’s also wise to remember staff instructions and coordination with the emergency plan.
Crisis communication is critical in fields where consumer trust is fragile and vital. Whether facing a minor issue or a major scandal, preparation and anticipation are key to long-term success and resilience. And remember—every situation can be an opportunity to strengthen the brand.
Especially during a crisis, the bar must not be set too low.
Akvamariini has long experience in preparing crisis guidelines, providing training, and working hands-on with clients.
Ask us about:
– Crisis communication guide
– Crisis communication process
– Crisis communication team
– Crisis scenarios
– Tailored media and presentation coaching
Crisis Communication in the Food Industry: Smart Ways to Avoid Pitfalls
We consume food and drink daily. The food industry provides products that are constantly present in our lives. A lot can happen—making crisis communication in this sector critically important.
Food has many meanings: nourishment, health maintenance or treatment, indulgence, and cultural and social significance. It is also part of special moments of enjoyment and comfort.
Food companies have many opportunities to fail—issues with availability, taste, or quality provoke strong reactions. Even more critical is when food poses a risk to health or life.
Crisis communication and anticipating challenges should be central to the communication strategy of any food company. Transparency and clear communication practices help significantly in tough situations.
Crisis Can Be Anticipated—Or Even Avoided
– Ensure consistent quality. Quality management also means managing expectations; people have strong relationships with meaningful brands. Trusted food brands stand out both in daily routines and indulgent moments. Failing expectations can itself cause a crisis. Crises involving children’s products, such as infant formulas and baby food, are particularly emotionally charged for consumers.
– Invest in functional and responsive customer service to address even minor issues promptly and personally. Empower your service team to make situational decisions, and ensure internal communication with them is seamless. Listen actively to customer service insights about recurring concerns and questions.
– Create a crisis communication plan and explore a broad range of scenarios in advance. Threats to food industry brands can come from many sources, including:
– Issues in production countries or pandemics—even if the link to your product is weak or nonexistent. Uncertainty and fear fuel speculation and rumors. Mad cow disease, listeria suspicions, or scandals unrelated to specific companies are all good examples.
– Public discourse and trends—for example, when certain ingredients are labeled unhealthy or unfashionable—can impact your business.
– Growing attention must also be paid to global human challenges, such as climate change and its connection to food production.
Stay aware of ongoing discussions in your industry and product categories. Broad sector expertise, comprehensive media monitoring, and listening to consumers provide a strong foundation.