Sustainability and effective advertising for private label success

In our latest Viewpoints blog, Violetta Njunina, head of sales at food safety management firm FoodDocs, discusses how private label retailers can turn food safety into advertising.

In some industries, even bad publicity can be used as a good advertisement strategy. When it comes to the food industry, however, bad publicity can become the end of a food business. As such, food businesses must only rely on innovations and the quality of their products.

The problem is that the food industry has become so saturated with similar-looking innovations that it has become hard to stand out with the right way of advertisement. Proper marketing strategies must always be updated in accordance with the never-ending changes in the behavior of the food industry. What can private brand manufacturers, as well as retailers, do to stay competitive in a high-stakes market?

The main attracting factor that food companies use as advertisements is the quality of their products. Beyond this, a great marketing point of view would be around food safety and the integrity of the products being offered. Many food safety management systems are available in the market but what establishments want is something that promotes sustainability while protecting public health with the least required effort possible.

This is where a digital Food Safety Management System (FSMS) can help, enabling food businesses to remotely manage their food safety operations while maintaining compliance with the highest international and local food safety standards, and the FSMS provided to food businesses is specifically tailored based on the nature of their operations.

Using smart machine-learning technology, a digital FSMS can automatically generate an FSMS complete with the most important monitoring forms, procedures, checklists and other important documents related to a specific food business. Through the system, private brand manufacturers and retailers can minimize, if not completely eradicate, food waste. The collective result from this innovation can significantly contribute to food sustainability. 

As the world moves toward a greener and healthier way of living, sustainable companies will become more appealing to consumers. Studies have shown that more than a third of global consumers prefer brands that value sustainability together with safety. A digital food system presents a process that is a way of hitting two birds with one stone: Private brand businesses can become more sustainable while maintaining high standards for food safety using a digital FSMS.

The most recent consumer purchasing patterns show that smart buyers do not only focus on the quality of the food that they buy. More and more consumers become conscious of the safety of products offered in the market. In countries such as the United Kingdom, food safety is significantly valued to the point that the level of food hygiene rating of food businesses is required to be displayed. In such cases, brand recognition can become highly associated with food safety compliance and a digital FSMS might just be the best way to achieve it.


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Violetta Njunina is the head of sales at FoodDocs and is an experienced restaurant and event manager with a demonstrated history of working in the food and beverages industry.

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