These European food and drink companies are putting brand reputation at the core of their businesses to win back consumer trust and ensure regulatory compliance across the enterprise.

1. etq.com
How Food Suppliers
Like Parmalat Manage
Brand Reputation
Effective Brand Reputation Strategies are Critical in this Era of
Tightening Regulations and Consumer Distrust – But Which Food
and Drink Companies are Leading the Way?

2. Unilever
“The Supply Chain Champion”
This multinational has made great strides to optimize its supply chain operations in recent
years to improve brand reputation and meet complex regulatory requirements:
etq.com

3. Highest placed food supplier in Gartner’s annual
Supply Chain Top 25, securing third place overall.
The company achieved this by sending zero waste
to landfill across its global factory network and
making one million tonnes of CO2 savings since
2008, saving the company $267 million globally.
Sustainable supply chains can be good for the
bottom line and growth, as well as brand integrity.
etq.com

4. Weetabix
“The Packaging Master”
The Weetabix brand has effectively combated distrust among consumers
about the nutritional benefits of ‘natural’ foods, including cereals:
etq.com

5. They relaunched Weetabix as “a full package” of health
benefits, instead of relying on a single selling point.
They promoted the cereal’s content on several fronts – as
being low in sugar, salt and fat, while high in fiber, plus a
valuable source of protein and 100% natural wholegrain.
They increased sales volumes by 14%, generating a 4%
rise in revenue.
etq.com

6. Parmalat
“The Good Samaritan”
The Italian dairy and fruit product veteran has invested heavily in
territories affected by humanitarian crisis:
etq.com

7. Making substantial contributions to donation schemes,
for instance sending its products to citizens affected by
flooding in Genoa and Parma in 2014
Helping build schools, healthcare facilities and potable
water wells in Sierra Leone
Offering aid to those affected by the 2015 Ebola epidemic.
etq.com

8. Nestlé
“The Comeback King”
Dogged by a series of headline-grabbing controversies over the decades,
the food giant has put brand reputation measures in place to underline its
commitment to the public and to ensure its supply chain is transparent:
etq.com

9. Removing artificial flavors and colors from
more than 250 products in 2015
Aiming to improve traceability of its products
to 100%, throughout its supply chain
Now ranked number one by Oxfam for its
Corporate Social Responsibility drive.
etq.com

10. Chobani
“The Social Activist”
The global Greek yogurt maker has taken extraordinary
steps to integrate refugees into its operations:
etq.com

11. Chobani has hired hundreds of refugees to work in
the company over the past five years.
Chobani’s biggest yogurt factory – officially the
world’s largest – employs 600 people, 30% of whom
are refugees directly brought over from United
Nations camps in the Middle East and Africa.
Chobani has created Tent, a foundation that brings
the private sector and refugees together to find
innovative ways to deal with Europe’s current
humanitarian crisis.
etq.com

12. Vion Convenience
“The Technology Guru”
The meat processor based in Germany is revolutionizing
traceability through technological innovation:
etq.com

13. Deploying an IT system that allows beef products to
be traced from the retail shelf all the way back to
the farm of origin, down to a cow’s individual ear tag
Meeting the demands of stringent regulations with
this comprehensive traceability
Empowering consumers to use a smartphone app to
scan the packaging’s QR code, revealing the entire
history of the meat product.
etq.com

14. Ferrero
“The Brand Reputation Maestro”
The chocolate maker has won acclaim for its brand reputation initiatives that cover all
aspects of its business from supply chain through to social responsibility commitments:
etq.com

15. Producing eggs from cage-free hens throughout
its European production plants
Promoting equal opportunities and
campaigning against discrimination
Winning the Best Corporate Social Responsibility
award at the Reputation Awards in 2015.
etq.com

16. etq.com
Takeaways:
Create a strategy
that protects brand
reputation as well as
boosting the bottom line.
Set realistic and
attainable targets, and
avoid strategies that
could be perceived as
lip service.
Identify the key issues
affecting your specific
market’s reputation
and devise a plan that
addresses them directly.

17. etq.com
Download your FREE eGuide now
Can leveraging Big Data improve
traceability? Yes it can. Download:
How to Achieve Supply Chain
Traceability in Food and Drink