Crisis Communication in the Food Industry: Why Prevention Is Crucial After a Successful Market Launch

What many don’t consider though: with growing success also comes a greater risk of crisis. And for young brands in particular, such a crisis can have severe consequences. Trust and reputation are central to any brand’s success. That’s why it is critical to be prepared—because crises often strike suddenly and not always through one’s own fault. In this article, I explain why and how companies should prepare themselves for exactly these scenarios.

For young brands especially, an unexpected crisis—whether a product recall, a public debate, or a cyberattack—can easily shake the hard-won trust of customers. In such moments, the importance of well-thought-out and professional communication becomes evident.
From product recalls and misinformation to poorly received statements on environmental or political issues: the list of potential crises is long. In an industry that is constantly under scrutiny, where consumers are increasingly informed and well-connected, the quality of communication often determines how a food manufacturer weathers the storm.

A product recall is a prime example of why preparation matters. Recalls rank among the most significant challenges for food companies and are often described by our clients as the ultimate “worst case.” They usually occur unexpectedly and may even be triggered by external factors—such as faulty supplier deliveries.
In these situations, fast, transparent, and credible communication with retailers, authorities, consumers, and the media is crucial. With more than 30 years of experience advising companies in the food industry, we know how to make the right decisions in these moments. We understand the processes involved in a recall and know exactly which information each stakeholder group needs.

Companies that prepare for crises by defining clear processes and responsibilities can maintain the trust of consumers and retailers even in turbulent times. This is why crisis communication doesn’t begin when disaster strikes. Those who address risks early and identify sensitive issues are far better equipped to act decisively under pressure.
Raising awareness among employees about potential crisis scenarios is another important factor in ensuring a confident response when needed. As part of our crisis-prevention programs, we work with clients to develop strategies for the scenarios that carry the highest risk of escalation and the greatest likelihood of occurrence.

The food sector is highly complex, involving a wide range of stakeholders: retailers, media, NGOs, associations, policymakers, and of course, consumers. In this environment, successful communication requires a strong and reliable network. Exchanging with experts and closely monitoring trends and risks make it possible to respond quickly to changes and continuously refine communication strategies.
With our deep industry expertise and understanding of these stakeholders, we help companies prepare thoroughly for potential crises—so they can continue writing their success story with greater peace of mind.