18 pages, via online journal article, Blue Bell Creameries faced an unprecedented situation when it pulled all of its products during a Listeria outbreak in 2015. Despite a very public crisis that resulted in three deaths, Blue Bell survived the disaster and maintained a large and loyal customer base. A content analysis of the Blue Bell Ice Cream Facebook page was conducted to evaluate Blue Bell’s public communications, and its followers’ public reactions to the Facebook communication during the crisis. Results indicated that Blue Bell primarily posted messages that included recall and restocking information, thankfulness to stakeholders, and details about improvements to food safety during the crisis. These messages created a sense of transparency, which can increase customers’ trust and brand loyalty. Their consumers largely responded with comments containing overwhelming loyalty themes as well as questions and messages of thanks. Recommendations for agri-food companies include operating transparently before, during, and after a crisis. Organizations should follow Blue Bell’s example and avoid publishing messages that include attacks, denial, scapegoating, or excuses during a crisis.
18pgs, Building a strong and trustworthy communication network to report unusual signs of disease will facilitate Australia’s response to a foot and mouth disease (FMD) outbreak. In a four-year study, the FMD Ready Farmer-led surveillance project adopted the Agricultural Innovation Systems (AIS) framework, modelling transformation of how knowledge is co-created, valued, and communicated. The FMD Ready project has highlighted the need for multiple stakeholders’ voices to be heard, and the importance of regulatory bodies to listen. Relationships take time and need to be valued as a necessary tool in a participatory, innovative approach to animal health and disease management.
Specht, Kathrin (author), Sanyé-Mengual, Esther (author), and Institute of Socio-Economics, Leibniz Centre for Agricultural Landscape Research (ZALF), Eberswalder Straße 84, 15374, Müncheberg, Germany
Faculty of Life Sciences, Humboldt-Universität zu Berlin, 10099 Berlin, Germany
Research Center in Urban Environment for Agriculture and Biodiversity (Rescue-AB), Department of Agricultural Sciences (DIPSA), Università di Bologna, Viale Fanin 44, 40127 Bologna, Italy
Format:
Journal article
Publication Date:
2017-03
Published:
International: Elsevier Ltd.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08151
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 197 Document Number: D09590
Notes:
Delmar Hatesohl Collection, Memo from leaders of the Agricultural Editor's Office to deans and department chairs of the College of Agriculture, University of Missouri. 3 pages.
