The real guardians of the brand (Day 64)

 

Supermarket aisleIf you ever want to tease your colleagues in the marketing department, tell them they wouldn’t have a brand without chemical engineers.

Chemical engineers provide all the necessary building blocks of a successful brand such as consistency, standardisation, safety, quality and sheer volume.

This is certainly the case in the food industry. Just look what happens when it all goes wrong.

The European horse meat scandal, false advertising of farmed salmon as wild salmon in the US, 1,700 tonnes of manuka honey being produced in New Zealand but 10,000 tonnes being sold globally, meat suppliers in China distributing meat past its expiry date and in Italy the passing off of substandard olive oil as extra virgin; are all examples of where brand consistency has been lost.

Continue reading The real guardians of the brand (Day 64)