You don’t have to look very far to see that the fresh produce industry is under the microscope. Consumers are outraged that what is on pack might not be what they are buying into, that it might be contaminated with something, or that it is going to make them sick.

We quickly attribute sickness to cross-contamination between cooked and uncooked foods. The reality is that an estimated 24,000 cases of food-related hospitalisation every year are caused by vegetable products.

Post-harvest chances of contamination due to washing, storage and preparation of fresh produce are far too numerous to name. Our need as consumers for ‘quick-fix’, convenience produce – pre-packed, pre-mixed fruit and vegetables – only aggravates the issue. Your everyday salad can even include viruses on a leaf of lettuce.

You can only imagine the detrimental effect that this can cause to your company, should the source be traced via the supply chain back to you. The reputation of your brand or product is not dependent on culpability or blame or you doing anything wrong.

That is why the industry must prepare. Have your response ready in case the spotlight looms near. Only detailed preparation can ensure that you will survive when crisis strikes. It is never only those who are at fault who are drawn into the maelstrom.

It is crucial to attribute time and resources in advance to put together a strategy for dealing with unforeseen events. Doing this demonstrates a commitment to your end customers, the many businesses you connect with in your supply chain and the media.

Developing a network of brands and businesses within the industry can help you to spot and predict issues before they escalate.

A simple three-tier system will allow you to accurately decide whether it is serious; not your issue; or a broader industry issue. Should you then need to, activate your emergency call; a clearly communicated hotline, where PR, CEO and operations team dial in on the hour after the crisis breaks to decide strategy.

Immediately, your CEO can let the media know that you are establishing the correct facts in order to act appropriately. Keep calm and do not knee jerk. It can be as easy to overdramatise a situation than it is to underestimate its seriousness. Have your people ready, have them media trained and have independent experts ready to come forward and talk on your behalf.

Remember that those who can deal with the issue seriously, empathetically and genuinely will restore consumer confidence. These are the brands, businesses and products who weather well in a storm and emerge far stronger and more intact at the other end. —