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Marketing to Product Safety Leaders in CPG

Understanding Their Role

Product safety is essential in the CPG industry and is directly tied to consumer confidence and trust in a company's brands. Organizations involved in the production of consumer goods, especially food items, are dealing with increased demand for transparency and safety from both consumers and government agencies.1

 

Meeting regulatory requirements is time-consuming and often confusing. Regulations such as the recent FDA Food Safety Modernization Act (FSMA) and the Manufactured Food Regulatory Program Standards (MFRPS) set down standards that focus on preventing food supply problems. In addition to FSMA, fifteen federal agencies are involved with food safety.2 FSMA requires all parties involved in food supply to provide a comprehensive, traceable journey from food origination, to manufacture, to final delivery. The data for this journey needs to be accessible and retrievable for use in audits or in the case of food recalls or contamination issues.3 A recent survey of food and beverage processors indicated that many were unclear how to meet the FSMA safety regulations. Keeping up with constantly, evolving regulations requires significant investments for consumer products companies.4

“Food companies operate in one of the most regulated industries with many companies having to comply with multiple food safety regulations that include GFSI, SQF and now the new Food Safety Modernization Act (FSMA).” - Food Logistics.

1 “Safety First: The Problem of Misunderstood Date Labels.” Food Engineering & Ingredients 39, no. 3 (2014): 28 – 29. EBSCOhost(99572551).

2 STEVENS, SHAWN K. “FSIS, FDA Should Merge.” National Provisioner 227, no. 6 (2013): 12. EBSCOhost(88406601).

3 FROST, ROBERT. “Top Five Tips On Food Safety.” Food Logistics, no. 159 (2014): 52. EBSCOhost(98008627).

4 Labs, Wayne. “The State of Food Manufacturing. (cover Story).” Food Engineering 85, no. 10 (2013): 76 – 88. EBSCOhost(91676828).

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CPG companies go through extraordinary efforts to ensure the safety of their products to protect consumers, meet regulatory requirements and preserve their brand image.