In this edition of the Managerial Excellence Masterclasses, we had the honor of hosting Christophe Brusset, former purchasing director in the food industry and author of the bestseller
“You’re Crazy to Swallow That!”
. With him, we explored how to rebuild consumer trust in a world where transparency is becoming imperative. Ready to discover the keys to authentic and responsible communication?
The Real Risks of the Food Industry
Christophe began by enlightening us on the real health challenges consumers face. He distinguishes two types of risks: short-term risks (food poisoning, contamination by pathogenic germs) which can cause several hundred deaths per year in France, and long-term risks related to the consumption of ultra-processed products.
These, rich in additives and often unbalanced, increase the risks of cardiovascular diseases, diabetes, and certain cancers. The example of nitrites in cured meats, recently recognized as carcinogenic by ANSES, perfectly illustrates these long-term public health challenges.
Transparency as a New Requirement
Faced with these challenges, Christophe advocates for as much transparency as possible. Gone are the days when manufacturers could collude with authorities to suppress a scandal. Today, with the internet, consumer associations, whistleblowers, and NGOs like Foodwatch, everything eventually comes out.
Transparency must be useful, not exhaustive. It’s about communicating what you do well, without lying or exaggerating. Because, as Christophe emphasizes, trust is hard to earn but very easy to lose. Awkward communication can bring up all the past ‘skeletons in the closet’ and destroy years of effort.
The Pitfalls of Crisis Communication
Analysis of recent scandals (Buitoni pizzas, Kinder affair) reveals classic communication errors. Saying “quality is our priority” or “our customers are our priority” when a problem arises is often perceived as an insult, especially if past events contradict these claims.
The right approach is to acknowledge the problem, apologize, investigate, and present a concrete action plan. Avoid clichés and favor factual and sincere communication. When there is clear evidence of a malfunction, there’s no point in saying otherwise.
The Evolution of Control Systems
Christophe explained that official controls are largely insufficient. With only 3,000 DGCCRF agents to control the entire French industry, manufacturers must take responsibility and implement their own rigorous control systems.
This situation creates a paradox: the more controls are carried out, the more expensive it becomes, and if problems are found, they must be reported to the authorities. Some manufacturers are therefore tempted to lighten controls, which can lead to the abuses we are familiar with.
Labels: between Promise and Reality
The anecdote of Chinese “Gunpowder” green tea perfectly illustrates the deviation of private labels. The overabundance of stars on packaging has ultimately stripped the system of its meaning, with consumers no longer trusting the number of stars.
This issue also affects official labels. The ‘Label Rouge’ has been degraded under pressure from manufacturers, and today, the proliferation of organic labels (AB, Demeter, Bio Cohérence, Nature & Progrès…) creates confusion among consumers who no longer know what to make of it.
Building Authentic Communication
To avoid these pitfalls, Christophe recommends several approaches:
- Avoid poor communication: sometimes, it’s better not to communicate at all than to communicate poorly. Poor communication will be analyzed, commented on, and will come back to haunt you like a boomerang.
- Be factual and transparent: when there’s a problem, the important thing is to issue recalls honestly, identify the source of the problem, and present a concrete action plan.
- Anticipate rather than react: implement CSR initiatives, environmental and social certifications before they become mandatory. This allows for positive communication while motivating internal teams.
In a nutshell…
Here are the key takeaways from this Masterclass with Christophe Brusset:
Prioritize useful transparency: Communicate sincerely about your practices without falling into an excess of unnecessary information.
Avoid the pitfalls of crisis communication: Acknowledge problems, apologize, and present concrete solutions rather than ready-made formulas.
Invest in quality and controls: Savings on quality come at a very high price when a scandal occurs.
Anticipate regulatory changes: Take the lead on CSR and environmental issues to turn them into a competitive advantage.
Don’t miss the next Masterclass!