Factors included for example high profile and controversial comment, intrigue and cover up. BSE comes to mind again, with its mass of conflicting opinions. There is in fact a relatively predictable pattern that differentiates something that has food scare potential from the more straightforward product recall. When these issues are pulled together they create a framework or prediction system that can help companies assess the potential media and consumer reaction to food safety issues and more effectively predict which might cause problems from a commercial and trading perspective. The days when it was sufficient to manage real risk are gone.
Perception is reality.
David Edwards is the Managing Director of Checkmate's Consulting unit in the United Kingdom, a leading food safety certification, inspection and consulting business operating throughout Europe. Go to the Food Processing conference area to have your say.