etq.com How Food Suppliers Like Parmalat Manage Brand Reputation Effective Brand Reputation Strategies are Critical in this Era of Tightening Regulations and Consumer Distrust – But Which Food and Drink Companies are Leading the Way?
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How Food Suppliers Like Parmalat Manage
Brand ReputationEffective Brand Reputation Strategies are Critical in this Era of
Tightening Regulations and Consumer Distrust – But Which Food and Drink Companies are Leading the Way?
Unilever
“The Supply Chain Champion”This multinational has made great strides to optimize its supply chain operations in recent
years to improve brand reputation and meet complex regulatory requirements:
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Highest placed food supplier in Gartner’s annual Supply Chain Top 25, securing third place overall.
The company achieved this by sending zero waste to landfill across its global factory network and making one million tonnes of CO2 savings since 2008, saving the company $267 million globally.
Sustainable supply chains can be good for the bottom line and growth, as well as brand integrity.
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Weetabix
“The Packaging Master”The Weetabix brand has effectively combated distrust among consumers
about the nutritional benefits of ‘natural’ foods, including cereals:
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They relaunched Weetabix as “a full package” of health benefits, instead of relying on a single selling point.
They promoted the cereal’s content on several fronts – as being low in sugar, salt and fat, while high in fiber, plus a valuable source of protein and 100% natural wholegrain.
They increased sales volumes by 14%, generating a 4% rise in revenue.
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Parmalat
“The Good Samaritan”The Italian dairy and fruit product veteran has invested heavily in
territories affected by humanitarian crisis:
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Making substantial contributions to donation schemes, for instance sending its products to citizens affected by flooding in Genoa and Parma in 2014
Helping build schools, healthcare facilities and potable water wells in Sierra Leone
Offering aid to those affected by the 2015 Ebola epidemic.
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Nestlé
“The Comeback King”Dogged by a series of headline-grabbing controversies over the decades,
the food giant has put brand reputation measures in place to underline its commitment to the public and to ensure its supply chain is transparent:
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Removing artificial flavors and colors from more than 250 products in 2015
Aiming to improve traceability of its products to 100%, throughout its supply chain
Now ranked number one by Oxfam for its Corporate Social Responsibility drive.
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Chobani
“The Social Activist”The global Greek yogurt maker has taken extraordinary
steps to integrate refugees into its operations:
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Chobani has hired hundreds of refugees to work in the company over the past five years.
Chobani’s biggest yogurt factory – officially the world’s largest – employs 600 people, 30% of whom are refugees directly brought over from United Nations camps in the Middle East and Africa.
Chobani has created Tent, a foundation that brings the private sector and refugees together to find innovative ways to deal with Europe’s current humanitarian crisis.
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Vion Convenience
“The Technology Guru”The meat processor based in Germany is revolutionizing
traceability through technological innovation:
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Deploying an IT system that allows beef products to be traced from the retail shelf all the way back to the farm of origin, down to a cow’s individual ear tag
Meeting the demands of stringent regulations with this comprehensive traceability
Empowering consumers to use a smartphone app to scan the packaging’s QR code, revealing the entire history of the meat product.
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Ferrero“The Brand Reputation Maestro”
The chocolate maker has won acclaim for its brand reputation initiatives that cover all aspects of its business from supply chain through to social responsibility commitments:
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Producing eggs from cage-free hens throughout its European production plants
Promoting equal opportunities and campaigning against discrimination
Winning the Best Corporate Social Responsibility award at the Reputation Awards in 2015.
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Takeaways:Create a strategy
that protects brand reputation as well as
boosting the bottom line.
Set realistic and attainable targets, and
avoid strategies that could be perceived as
lip service.
Identify the key issues affecting your specific market’s reputation
and devise a plan that addresses them directly.
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Can leveraging Big Data improve traceability? Yes it can. Download:
How to Achieve Supply Chain Traceability in Food and Drink