Open up to prove British food quality

The events of the past few weeks have shocked the British food industry and dented consumer confidence in what has long been one of the safest and highest quality food supply chains in the world.

Joanne Denney-Finch: 'We need to make it our responsibility to tell the story of food production as often as possible'
Joanne Denney-Finch: 'We need to make it our responsibility to tell the story of food production as often as possible'

Now begins the challenge to restore trust that goes well beyond the products directly affected. The whole chain is under great scrutiny.

At the Institute of Grocery Distribution (IGD) we’ve been tracking shopper sentiment for years, and this knock to confidence is probably the biggest we have seen. Overall sales may not have been drastically affected but there has been a huge amount of switch buying.

Applying the rules of good comms will be critical. That means more transparency than ever before. It also means making it our responsibility to tell the story of food production as often and as creatively as possible.

IGD is a barometer of consumer sentiment and over the past few weeks we’ve been facilitating discussions between Defra and the food industry. We will continue to bring everyone together to think about how we all communicate with consumers, while also using public platforms ourselves, like the NFU conference this week, to tell the story of the food supply chain.

This means opening the doors of our farms, factories, distribution centres and stock rooms. There are many examples of innovative companies doing this already. Social media provide a powerful platform on which to tell a story. And local media are even more interested in the food industry than usual, so invite them in.

It’s infuriating that the activities of a few, engaged in what looks like criminal activity, should tarnish the reputation of so many good companies. When the police and other investigations are complete, we’ll take all the lessons on board.

Whatever those investigations find, we have to restore confidence. If we do this decisively enough and exceed people’s expectations, it could be an opportunity to raise confidence to a new, even higher level.
The British food industry has much to be proud of. So let’s get on the front foot and demonstrate the quality of our world-class food supply chain.

Joanne Denney-Finch OBE is chief executive of the Institute of Grocery Distribution, the food industry’s research body

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.