... and brands must restore confidence

As the current milk contamination crisis (News, 26 September) still rages, it illustrates two fascinating macro-dynamics emerging in the global food and drink supply chain that demand excellent communication.

The first is the need for supplier co-operation: you can hardly find a food or drink product with a more emotive history than baby milk, so it's not enough for a respected brand or trade body to trumpet their own safety and purity. They also need to be seen to be supportive on behalf of a global industry.

At the same time, there is a drive for increasing quality and food safety. Increasingly, suppliers and large retailers are driving this process, motivated by their own need to maintain consumer confidence.

Chris Woodcock, MD, College Hill.

Email letters (200 words maximum) to prweekletters@haymarket.com.

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