Consumers want to hear from food producer after recall, finds survey

By Joseph James Whitworth

- Last updated on GMT

The findings are in a FoodThink white paper
The findings are in a FoodThink white paper

Related tags Food Restaurant Marketing

More than half of consumers want to hear the food producer's side of a story when they are the subject of negative publicity, according to an advertising and marketing agency.

Sullivan Higdon & Sink (SHS) FoodThink research​ found 54% of consumers want the media to pursue negative stories but they are also willing to listen to what food producers have to say.

One in four is willing to buy the product as soon as it's available again and the majority (66%) feel comfortable buying a product again a few months after a recall.

While Americans feel the media sensationalizes stories, they trust it more than food manufacturers and restaurants. In 2014, 38% trusted the media more, and this increased to 45% in 2015.

Jamil Malone, FoodThink analyst, said Americans rely on the media to get information about food products or issues they care about, but they don't stop there.

"After they see those stories, they do their own research and talk to their family and friends about what they've heard.

"Food marketers may hesitate or be nervous to talk about news of a recall or a food safety issue. But they can calm consumers' fears by being transparent about their efforts in numerous channels, including building relationships with reporters.

"Consumers want to hear all sides of the story and they'll fill in the gaps themselves if they don't hear from the company."​ 

SHS FoodThink also found Americans trust the government more than twice as much as the food manufacturer or restaurant in question.

The findings are built on research from 2014 and use responses from more than 2,000 US consumers of diverse demographic backgrounds. 

Related topics Food Safety & Quality

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