Communicating quality and food safety

Should I say it or not?

Manuel Mariani

Quality & Food Safety – Region Italy

3,413 BILLION EURO OF TURNOVER (2016)

PASTA

GLOBAL LEADER*

SAUCES

LEADER IN EUROPE**

BAKERY PRODUCTS

LEADER IN ITALY*

AMONG THE MOST GLOBAL REPUTED COMPANIES

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1

1

5

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105

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OUR PRESENCE IN THE WORLD

26 Commercial Subsidiaries

100+ Countries

28 Manufacturing Sites and Mills

Headquarters

1

1

1

5

11

105

11

21

11

OUR PRESENCE IN THE WORLD

26 Commercial Subsidiaries

100+ Countries

28 Manufacturing Sites and Mills

Headquarters

Welcome to the dark side……

Welcome to the dark side……OF THE FORCE? OF THE MOON?

DIFFICULT /TRICKY TO

COMMUNICATE INSIDE

My early Q&FS days…«You know, Manuel, Q&FS is pre-competitive fied, so you can talk and

peer review freely»

BUT

AND

Long term Q&FS is a competitive advantage:

With consumers: build and nurturing trust

B2B: it is a choice criteria

https://foodsafetytech.com/column/dispelling-myth-food-safety-not-competitive-advantage/

DIFFICULT &TRICKY TO

COMMUNICATE OUTSIDE!

2008 2013 2017

DIFFICULT &TRICKY TO REACH

CONSUMERS WITH POSITIVE

MESSAGES

Outside: Increasing attention to Q&FS

Time to work to change the paradigm…. in 3 directions

UP: Pass crystal clear messages to top management• Investment on Q&FS is pivotal

• Cost of non quality can oversize cost of quality

INSIDE: Promote a constructive and proactive relationship with allquality stakeholders inside the company

=> PROMOTE CULTURE OF QUALITY

OUTWARDS:A. Foster consumer trust with right level of transparency

B. And mutual trust with authorities

UP

UP: gaining understanding of top management

LIMITED UNDERTANDING of QUALITY SYSTEM AND

ITS KPI

TODAY Getting visibilitywhen:• Things go wrong• Talking liability

(easier to talk protection thenprevention)

How many Q&FS KPI do youtrack?

<5

5-10

10-15

>15

UP: KPI SURVEYS

How many Q&FS KPI do youreport to company leadership?

<5

5-10

10-15

>15

KPI current outlook DATA COURTESY OF

Solutions

…. reporting frequency

Our Journey : KPI redefinition process

Company strategy

KPIGAP ANALYSIS

QUALITY OBJECTIVES

QUALITY DRIVERS

NEW KPI / DASHBOARD

INSIDE

Internal Reputation survey

1.Which company function has the best perception of Quality Function:

a) Marketing

b) R&D – (excluding Quality ☺)

c) Manufacturing

d) Purchasing

e) Logistics

f) other

Quality&Food Safety: typical stereotypes

Supply chain - sourcing Product development

Trade marketing and sales

Supply chain - plantsCrisis committee

We need to change this!

What we are doing…

• CREATE BASE KNOWLEDGE OF QUALITY AND FOODSAFETY• TARGET ALL (main offices around the globe)

• Plants (Italy)

FOOD SAFETY DAYs!

• TAILORED COMMUNICATION with KEY FUNCTIONS:• Regional teams

• ER, Legal, R&D

=> GENERAL BUT TAILOR MADE PRESENTATIONS

Food SAFETY DAYS

FOOD SAFETY DAYS:

OUTSIDE

Pitfall 1: the shortcircuit!

Assessment

Communication Management

Risk assessment

Risk communication(poor?)

Media

Lobbies

Risk management!

Pitfall 2: Consumers love «controls»…we love systems

«Mum, where is the parachute?»«Don’t worry it’s safe…they checkthe airplane before every flight!

«are you sure, mum?»

Still better to communicate Q&FS…..

OUR APPROACH: «See yourself»

«GUARDA TU STESSO» PLATFORM

• Integrated transparency platform to proactively communicate aboutour products, including Quality and Food Safety aspects

• Starting from core categories

• Replicated by other competitors

GUARDA TU STESSO

In a nutshell

• Where we Q&FS stand in the perception is not where we should be

• Communication of Q&FS themes : tricky, and with pitfalls….but the only way to go

• Rome wasn’t built in a day, but step by step we can do it…and it’s already happening… and now way back!

GOOD FOR YOU, GOOD FOR THE PLANET

OUR PURPOSE

www.barillagroup.com

@BarillaGroup