Page 128 - Crisis Communication Practical PR Strategies

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8 A multitude of

challenges for the

international food

sector

Why all food companies

should adopt proactive

planning and communication

strategies to deal with crises

Mania Xenou (Greece) and

Nuria Sánchez (Spain)

The international food industry is a dynamic, competitive and high-
profile sector that plays a key role in global financial development.
However, the food industry is currently confronted with a multitude of
challenges that have led it to be the most crisis-prone sector. Two of the
major challenges faced by the industry and by consumers are the
safety of food and the dialogue on the impact of diet on our life and
health.
In recent years, it has become increasingly possible for crises to
occur in the food industry, due to intensified primary production.
Constantly rising demand around the world, creating the need for
increased and intensive production, means that some businesses have
struggled to survive and have cut costs on controls and safety proce-
dures in an attempt to remain competitive. This has sometimes led to
fatal results.