BulletProofBlog the blog on crisis communications

Every Monday Bulletproof Blog now features exclusive interviews with thought leaders on issues of critical importance to companies and countries. This series provides insights on current communications challenges, how best to deal with them, and what we can expect down the road. This week - with a recent report issued by the American Society for Quality showing that a majority of Americans are just as worried about food safety as they are about the War on Terror - we interviewed David Schmidt of the International Food Information Council.

As President and CEO of the IFIC since 2006, Mr. Schmidt is responsible for bridging the gap between science and communications by collecting and disseminating information on food safety, nutrition, and health and translating that information into practicable information for opinion leaders and, ultimately, consumers. A former Director of External Affairs for the Food Safety and Inspection Service and one of the nation' s foremost experts on food safety and its effects on industry, Mr. Schmidt shared his insights with Bulletproof:

What is driving such a high level of consumer anxiety when it comes to food safety?

David Schmidt: The most recent episode involving peanut butter (a product that is widely used by consumers in a number of forms) really shook the public' s confidence -and it was all because a single company didn' t follow industry standard safety precautions. This latest incident affected so many people that it simply can' t be ignored - and it comes on top of a series of produce-related safety issues that we' ve seen over the last couple of years. Naturally, many consumers have questions as to what' s going on.

When one company is forced to issue a recall of such magnitude, can all companies end up being painted with the same brush?

David Schmidt: I do think that there is potential for that. Some consumers have their favorite brands. They have trust in those brands. And some companies are doing a good job of communicating with their consumers about the safety precautions they have in place and what they are doing to ensure that they continue to produce the safest food possible - and that' s whether they have experienced a recall or not.

The important thing for companies involved in a recall is to notify consumers and get the products in question off the shelves immediately. The important thing for companies not involved in the recall is to recognize the inherent opportunity to speak to consumers about what they' re doing to ensure that a similar situation never arises. Either way, being proactive in your communications with consumers is absolutely essential. If you do that, you stand a very good chance of retaining your loyal customer base.

With the likelihood of regulatory intervention increasing, are there opportunities for government and industry to work together to enhance food safety?

David Schmidt: President Obama' s weekly radio address last week dealt heavily with food safety - and to have the President so involved is almost unprecedented. That [involvement] makes it an important time for companies to: a) communicate the safety measures that are in place; and b) acknowledge that they can always get better. There' s no such thing as zero risk but if good ideas are coming from government, from academia, or from others within the industry, then companies need to be willing to engage in a dialogue [about those ideas] to ensure that consumer confidence in food safety is retained.

What' s next with regard to food safety? Are there issues emerging on the horizon that food companies need to be aware of?

David Schmidt: As our food supply has become even more global, and our ability to detect problems in food has never been better, it is inevitable that we are going to continue to learn more about pathogens and what can be done to contain them. That means companies need to redouble their efforts to ensure that their supply - all the way down from production origins - is safe and consistent and that all the safety steps they have taken are working. There is no room for mistakes. You have to have great specifications and be willing to put verification measures in place so that problems can be discovered before a product ever goes to market.