Front up Fonterra

On the AM Show this morning Duncan Garner criticised Fonterra for not fronting up.

The company had been asked to come on the show to talk about the price of butter.

No-one would.

I don’t understand why.

Explaining the high price of butter is simple.

After years of being advised to eat less fat in general and less butter in particular, the advice has changed. Butter is no longer the bad diet bogey it was, people are discovering, or rediscovering, the joy of it and demand has risen faster than supply.

How hard would it have been for someone from the company to explain that?

This isn’t the first time Fonterra wouldn’t front the media. If the company doesn’t want all the good its advertising campaign is doing to be undone it must be the last.

Chief executive Theo Spierings is paid an eye watering amount to run the company.

I don’t have a problem with that but I do have a problem if he isn’t doing his job properly. Part of a CE’s job is to front the media or, if he’s not the right person to do so, to find that person and make sure s/he does.

Fonterra is running a very good advertising campaign which shows the interconnections between everyone who contributes to making the company work and work well and the economic and social benefits of that.

It’s not just about converting grass to milk and processing and selling it. It’s about all the people who use the milk and the ones who do the work between the paddock and plate, glass or cup who enable them to do so.

It’s a really good story but there is a huge risk that good will be undone if the company turns down requests to front the media.

3 Responses to Front up Fonterra

  1. adamsmith1922 says:

    Reblogged this on The Inquiring Mind and commented:
    Ele, good post . Fonterra’s comms strategy is severely flawed

    Like

  2. Mr E says:

    “Chief executive Theo Spierings is paid an eye watering amount to run the company.

    I don’t have a problem with that but I do have a problem if he isn’t doing his job properly.”

    Why mention his salary or call it eye watering if you don’t have a problem with it? How is it relevant to the story. Do I sense some frustration?

    I am not phased by the lack of butter comment. Some stories are best to avoid depending on the angle the commentator is taking. eg Cameron Bennett.

    In my view Fonterra have made little traction in explaining to the public how commodities work. A mindful strategy is needed. One that will require careful selection of media outputs.

    Like

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