Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29840
Notes:
Pages 15-27 in Adam Lindgreen, Martin K. Hingley and Joelle Vanhamme (eds.), The crisis of food brands: sustaining safe, innovative and competitive food supply. Gower Publishing Limited, Surrey, England. 352 pages.
Samoggia, Antonella (author) and Reggeri, Arianna (author)
Format:
Research report
Publication Date:
2017
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10282
Notes:
Proceedings in System Dynamics and Innovation in Food Networks 2017. Pages 101-102., From production to consumption, palm oil is a global food chain facing various sustainability dimensions. The study focuses on Twitter social media communication strategy of world agri-food chain actors on sustainability of palm oil. The study focused on a content analysis of twitter messages of palm oil producers, agri-food manufacturers and retailers. Preliminary results show that palm oil producers aim at promoting public opinion’s positive image of palm oil. Food manufacturers and retailers instead limit their communication on reacting to consumers’ solicitations, such as questions, doubts or complaints on palm oil use.
Authors describe how the Mennonite orientation of founder Milton Hershey emphasized promotional strategies that conveyed deeper meaning and more complex ideas to employees, consumers and visitors about the value of quality, community, harmony, purity and social compassion.
