Food Communication Agency

A food communication agency helps manufacturers to credibly communicate their achievements to consumers, retailers, the media, NGOs and politicians. It connects brands with traditional media, develops cross-media campaigns and integrates brand, sustainability and crisis communication into a consistent, forward-looking overall strategy.

Engel & Zimmermann supports mid-sized food companies and trade associations in all aspects of communication – from product and corporate communication, through crisis prevention and public affairs, to sustainability communication. Its current food sector clients include over 40 companies, amongst them Andechser Molkerei, Conditorei Coppenrath & Wiese, Harry Brot and followfood.

Due to the stricter requirements regarding environmental and sustainability claims, companies must frame their communication in a clear way explaining the source of the data, the methodology used and the limitations of the claim. Vague, sweeping promises without a sound basis may in future be regarded as misleading; even without legal action, there is a risk of losing trust and damaging one’s reputation.

‘Health claims’ and nutrition-related statements are communicatively risky because they touch on scientific evidence, individual needs and emotionally charged public debates at the same time. Those who oversimplify quickly come across as mere marketing speak, while those who communicate in overly complex terms lose consumers.

AI-powered monitoring provides insights, but it is no substitute for a communication strategy. It is only through an understanding of the industry, the stakeholders’ perspective and regulatory expertise that data can be turned into well-informed decisions.

Food communication translates the same facts into two different approaches: a rational one for the trade sector, and an emotional one for consumers. Whilst category management and procurement expect sound arguments regarding product range, turnover, margins, stock turnover, trends and the supply chain, communication with end customers requires clarity, trust and a sense of identification.

Crisis communication in the food industry requires more than just swift statements: it must build trust and explain complex issues in an accessible way. As well as issuing swift statements, it is important to explain supply chains and quality assurance, clearly identify who is responsible, and take those affected seriously – without making hasty accusations or using legally sensitive wording.

Professional communication on such highly charged issues relies on a nuanced, fact-based analysis rather than a black-and-white approach. It highlights possible paths forward and perspectives, articulates a clear position of its own, whilst remaining accessible to different social groups.

A robust narrative is consistent, goal-oriented and transparent about its limitations. Unlike the often superficial ‘green storytelling’, it can be substantiated by key figures, measures and standards – otherwise, it remains vulnerable to criticism in terms of communication.

Different stakeholders often understand the same facts in contrasting ways – communication must take these perspectives into account from the outset. It is crucial to understand what questions, risks and evidence each group needs in order to accept credibility and build bridges rather than create divisions.