The following post is written by Richard Allison, editor of Farmers Weekly's sister magazine Poultry World:
Wander down any high street in the UK and ask shoppers to name a poultry company, the most likely reply will be Bernard Matthews followed by “bootiful.” It is one of the biggest success stories of the poultry industry with its wholesome, family image.
The company has single-handedly transformed turkey into an everyday dish, not just something for Christmas.
Also unique is the fact that Bernard Matthews has maintained its own brand over the years while many others have disappeared, being replaced by supermarket own labels.
However, will the brand survive the avian flu outbreak? It raises the fear that the brand will be permanently damaged.
First came the Jamie Oliver effect with the TV chef campaigning against junk food aimed at children, where he singled out Bernard Matthews’ Turkey Twizzlers.
Then there was an animal cruelty case, where two workers were filmed beating birds with wooden sticks. Although the company didn’t employ them – they were agency staff – Bernard Matthews was again associated with a negative story.
These harmful stories have come at a great cost - the company saw a massive 33% slide in profits from £40.4m to £27.7m last year.
But the avian flu case may prove much more costly with pictures of Bernard Matthews lorries appearing on every national news bulletin.
A commentator on Radio 4’s Today programme this morning predicted that the adverse publicity would permanently damage the Bernard Matthews brand. I hope the commentator is proved wrong and the brand continues to be trusted by consumers.
Thankfully, UK consumers proved many commentators wrong last time H5N1 was found in the UK [Cellardyke, Fife] by continuing to eat British chicken. Let’s hope they support the industry again.
Comments (1)
British food producers have invested millions in implementing assurance standards and complying with FSA guidelines. It is those procedures that ensure problems are identified early and dealt with quickly. What a shame then that the media chooses to ignore this and jump on the scare-mongering bandwagon, in a vain bid to drive up their audiences and hang the consequences. What happened to balanced, factual reporting. But are they really to blame? Where is the robust defence from the food processors, retailers, FSA and assurance bodies? If nobody stands up to the media when this sort of frenzy kicks off who can really blame them for they run?
Comment left on February 6, 2007 12:04 PM
Posted on February 6, 2007 12:04