Gate to Plate originated to foster connections around the food plate. As much as I love agriculture, I become frustrated by our lack of empathy with those not in our business. I’ve enjoyed many conversations with Mark Gale about this and asked him to write this guest post. Mark is president of Charleston|Orwig, a 65-person strategic communications agency that works extensively in the ag and food industries. The company provides expertise in Reputation Management and Integrated Marketing. I’ve seen them care deeply about causes related to the agrifood business when no one was paying them to care. Mark is proud to be on the founding board of The AgChat Foundation – and I’m thankful to call him a friend of agriculture. ~Michele
Much of what anyone needs to know about reputation management was taught to me on a Saturday morning while I was still in high school. I was working in the produce section of a local grocery store when an irate customer came storming in brandishing a split head of iceberg lettuce with a decidedly brown core.
As she launched into an attack, I took a step back and stammered. Fortunately, my manager, Scotty, swooped in.
“Ma’am, I am so sorry,” he said, immediately disarming her. “We should never sell something that’s spoiled.”
He then gently took the lettuce from her and examined it as she continued her rant, but with decidedly less zeal.
“You’re right,” Scotty said looking her in the eyes and then responding to her complaint. “This is a terrible inconvenience. You shouldn’t have to come here twice to buy something.”
With that, he handed me the bad head and took her to the lettuce bin saying, “Let’s find you a new one right now.”
Scotty examined several heads, telling her how he chose perfect lettuce. Within seconds, she was helping him look. They agreed on a replacement, and then he exhibited another bit of customer-focused brilliance by picking a second to give her. She actually started to smile.
“Now are you done shopping?” he asked. “Because I’ll walk up to the checkout with you to pass these through.”
Wow, pretty darn good.
Of course many of those who criticize agriculture, farmers and food production brandish more than spoiled lettuce. Their full-on assaults are often backed with questionable facts, surreptitious videos and downright falsehoods.
Regardless, it is critical to remember that my “lettuce lady” represents the majority of consumers—frustrated people who have already assumed the worst.
Many Americans see and hear bad things about agriculture—animal welfare abuses, horror stories about genetically modified crops, exaggerated “facts” about herbicide or insecticide use and so on.
Industry responses are often predictable, factual answers, usually formulated well in advance.
Rarely, however, does the industry listen and acknowledge.
My advice on reputation management (crisis communications is different) is to take a page from Scotty the produce manager:
- Yes, I understand that (whatever the issue) is a very real concern. (Usual response, “You are wrong but don’t realize it.”)
- Let me look carefully at the points you raise. (Usual response, “We already know the answer.”)
- It is our responsibility to make certain you never have to worry about these things negatively affecting you, the environment or our world. (Usual response, “There is not a problem.”)
- Let’s discuss whatever might be concerning you. (Usual response, “Let me tell you—nicely—why you are wrong.”)
- I (the industry) accept responsibility for making it right. (Usual response, “This is an isolated incident or exaggerated concern.”)
If it’s not what we want to hear, we don’t listen. Then, we shake our heads and wonder why the public is so quick to believe those on the radical fringe. It’s time to engage in a genuine and heartfelt discussion with consumers.
~Guest Post by Mark Gale