In today’s fast-paced and highly competitive world of the food and drink industry, crisis management has become an indispensable skill for a food and drink PR agency. Dealing with a crisis effectively can make or break a brand’s reputation, and it requires a strategic approach that addresses the unique challenges of the industry.

What is Crisis Management And What Is The Importance Of Crisis Management In Food and Drink PR?

According to HubSpot, crisis management is the process of preparing for and managing any disruptive or unexpected emergency situations that affect your business, stakeholders, employees, customers, and revenue.

Crisis management plays an important role in food and drink PR as it helps the reputation and credibility of companies in times of turmoil. Swift and effective handling of crises allows companies to address public concerns, moderate damages, and maintain trust with consumers. By proactively managing crises, food and drink PR agencies can navigate through challenging situations, minimise negative impacts, and safeguard the long-term success of brands in the highly competitive food and drink industry.

Understanding The Different Types of Crisis In The Food & Drink Industry

Crisis management in the food and drink industry requires an understanding of various types of crises that can occur. One prominent crisis that most brands face is food safety, where incidents of contamination destroy consumers’ trust. From outbreaks of E. coli to salmonella scares, consumers have become increasingly concerned about the quality and safety of the products they consume.

Another crisis that can occur is the growing demand for sustainability and ethical sourcing. As consumers are becoming more conscious of the environmental and social impact of their choices, food and drink companies are under pressure to adopt sustainable practices, reduce waste, and ensure fair treatment of workers throughout the supply chain.

Lastly, product recalls. This could be due to mislabelling, contamination, or any other issue that renders the product unsafe for consumption. Such recalls can be costly and lead to the loss of consumer trust, making effective crisis management really crucial.

All these listed above can damage the reputation of the brand – meaning they need to be dealt with appropriately and quickly, which is where the help of a food and drink PR agency can come in.

Examples of Successful Crisis Management

To truly understand the effectiveness of crisis management in food and drink PR, let’s explore some examples from 2023.

Booths Supermarket

Booths, the supermarket chain known as the “Waitrose of the North”, has an ongoing investigation with a possible case of food fraud after imported beef was falsely labelled as British.

Prepacked slices of beef and deli products were packaged as if they were from the UK when they were actually from elsewhere in Europe and South America.

As soon as Booths were made aware of the issue, they removed all the pre-packed sliced meats and deli products from shelves and severed all ties with their supplier.

By taking prompt action, acknowledging their involvement, and implementing corrective measures, Booths displayed a strong commitment to customer safety, reliability, and ethical practices. These actions are crucial for maintaining customer trust and loyalty, which is important for any business to recover from a crisis successfully.

Pickle Me Everything

Early 2023, Amy Mkhitarian, the founder of Pickle Me Everything had a food safety crisis, where Amy admitted that her pickles were not being preserved correctly, resulting in her consumers potentially being at risk of botulism poisoning.

The California Department of Public Health intervened and warned people to not consume Amy’s pickles to avoid the risk of falling sick.

Amy Mkhitarian responded by temporarily closing her online business and shared on TikTok that she had taken a food handler’s safety course with plans to relaunch her pickle business.

Through her swift and transparent actions, Amy managed to recover from the crisis and regain back her consumer’s trust.


In the food and drink industry, crisis management is crucial for preserving a brand’s reputation. Swift and effective action in times of mayhem builds consumer trust and minimises negative impact. The successful case studies highlight the importance of transparency, prompt responses, and prioritising customer safety. Working with a food and drink PR agency can ensure brands proactively manage crises, navigate challenges, recover from setbacks, and establish long-term success in a competitive market.

Want more food and drink PR related content? Check out Escapade’s blogs on TikTok Food Trends and The Food Trends of 2023!

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