The agency has been created to focus on the reputation of the food and beverage market – from agriculture and raw materials to retail and consumer brands. The business will focus on public affairs and policy and corporate reputation management.
Wes Himes, heading up College Group’s public affairs team in Brussels, commented: ‘Social concerns and legislative measures on food issues, ranging from ingredients, additives and health claims to food security and disease prevention, are impacting our clients’ business. More than ever, the food industry needs to engage in these debates.’
The combined four-agency operation has already begun work on campaigns including a drive to overturn taxation burdens on behalf of trade association members, sustainability stakeholder engagement briefs for large corporate brands and industry groups and educational platforms to promote diet and nutrition topics.
Chris Woodcock, managing partner at College Group, commented: ‘Our clients benefit from our unique combination of a global and a pan-European perspective, as well as our indigenous understanding of the domestic markets in Germany, UK, France, Belgium and The Netherlands - the countries where our founder consultancy partners are based.
‘We believe our knowledge of the food market is unsurpassed: we combine communication skills with technical, commercial, operational and scientific know-how.’