Food communication is in our DNA and is anchored in our interdisciplinary approach.
Agency for Food Communication
As a food PR agency, we have been advising the food industry for decades. We know the market, the relevant media, NGOs and political actors.
Sustainability reports are becoming increasingly relevant in food PR. Future legal requirements and the public’s expectations of food producers are the reason. We offer expertise.
- Conception of sustainability reports (also according to reporting standards such as GRI)
- Sustainability workshops
- Strategic advice on sustainability communication
- Graphic design of sustainability publications
- Development of a central idea for communication
As a food agency, we support food producers in equipping themselves to deal with customer enquiries, handle complaints sensitively and, ideally, turn customers into brand ambassadors.
- Training in consumer service
- Development of basic texts
- Consulting complaints management
- Community management
Product recall, shitstorm or plant closure: especially in the food industry, particularly sensitive crisis communication with all relevant target groups is essential in the event of a crisis.
- Consultation on recalls
- Training crisis team
- 24/7 Crisis preparedness
- Crisis simulation
Food communication is becoming more demanding
Many companies in the food industry today move between two poles: branded vs. private label producer? Price entry vs. premium? Animal products vs. plant products? Only a few food producers have a clear and unassailable positioning.
Continued high competition and price pressure will reinforce the trend towards two-track thinking and create even more contradictory economies. However, this has implications for product and brand as well as sustainability communication.
Communication is becoming even more demanding – also because there are many more target groups to consider. Communication is becoming more political, the consumer more critical, trade even more demanding. Finding the right communication strategy here is one of the central challenges of future food communication.
Food safety first
By 2050, the world’s population will grow to almost 9 billion people. A new generation of food and new production methods can meet the increasing demand. However, the question of how safe these new foods are becomes challenging. Food producers can gain a competitive advantage by communicating the safety of new product categories early and credibly to retailers, consumers and politicians.
Communication of climate neutrality
In food communication, credible sustainability communication is in demand.
This is because the origin of raw materials and supply chain issues are increasingly in the public eye. In addition, the topic of climate protection is on the agenda of many stakeholders in the food industry. The communicative pitfall is particularly high here, as the communication of climate neutrality or statements on CO2 emissions requires special expertise (link to white paper). We understand the requirements in detail. Because we are not only the first PR agency in Germany to be certified according to the ZNU standard (link to NH section) and to operate in a demonstrably climate-neutral way. But as an established food agency, we also know the requirements of consumers and retail companies.
Taking consumers seriously
Modern consumers are demanding, well-informed and connected. Taking their requests and criticism seriously is an essential prerequisite for authentic consumer communication in the food industry – and at the same time an important tool for crisis prevention. The requirements include the establishment of functioning internal processes in consumer services, the development of text modules for the most important topics as well as community management with short coordination channels.
Brand communication: Targeted communication across all channels
Consumers inform themselves via a variety of channels and make their purchase decision directly where the product or service is optimally presented to them. For food producers, this means creating information offerings that convince consumers and the media alike. Modern food PR requires the linking of online PR, social media and classic PR measures. Storytelling across all channels is just as important as the development of targeted brand messages.
Do you have questions?
According to the current status, it will be legally required as of 1.1.2024, as the EU has extended the CSR reporting obligation. This means that in future, companies with an annual average of 250 or more employees or a turnover of more than 40 million euros will also have to report on sustainability issues.
Public broadcasters report particularly frequently on the food industry. Our evaluation shows that especially third-party programmes very often report critically on food & beverages.
Generally, a distinction can be made between product innovations and process innovations. Food producers are increasingly focusing on the topics of health and sustainability when communicating food innovations.