Opinion: From our Readers - Supply chain must not be ignored by brands

The global supply chain used to be considered by many leading proponents of strategic comms counsel to be the dustiest of technical topics. Certainly not a deciding factor in building and protecting a brand.

Not so now: with the dreaded spectre of a Sudan 1 food safety scare back in the UK headlines in recent weeks - and major international manufacturers increasingly switching their top people to focus on proving ingredient and component safety and traceability - this is a prime reputation building or busting phenomenon of the early 21st century.

In the wake of headline-grabbing melamine in China last year, and peanuts in the US earlier this spring, let the boardroom ignore the vastly complex global supply chain at its huge peril.

Proactive, demonstrative comms, coupled with excellent pre-emptive risk management, is the only way.

Chris Woodcock, managing partner, College Hill.

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

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