Chapter 44: The Food and Beverage Industry: Catering to People's Palates
Because food is one of the most personal choices we make, and because it can be viewed as medicine, a moral choice, and a temptation, public relations in this field plays a highly significant role. Stakeholders in this industry are numerous, from consumers to influencers, such as health professionals and retailers, and from agricultural groups to advocacy groups. Recent industry changes that have had impact include technology advances, advances in the transportation of food and the customer’s craving for convenience. Food safety issues are a constant factor to contend with and crises can arise. The challenge for public relations is to make a product stand out from the other products on the market. Multiple examples, including the “Slurpee Summit” are given. The case example isHäagen--Dazs’ working on the problem of the disappearing honeybee, an effort that shows the impact a company’s public relations efforts can have on the environment, benefiting both the brand and the world.
Richard Nelson Biography
Marguerite Copel Biography