Packaging needs public relations

Seth Godin highlights the ingredients of Kraft guacomole – which has avocado as 9th on the list (behind salt) and comprising less than 2% of the contents.  Positively, the public are increasingly advised to read food labels, although I’m not sure everyone knows that ingredients are listed in order of % contents (ie the greatest amount is listed first).  Public relations needs to pay attention to packaging.  This is public communications – and also an issue waiting to become a crisis (pointless packaging is already on the crisis curve).  It is most certainly not socially responsible to produce foods that are mostly water and rarely what we think they should be.  In a boundary-spanning role, PR managers should be challenging organisations on the way in which food has become a list of manufacturered chemicals.

P.S. Can anyone tell me why dog food contains twice as much ash as meat or other real ingredients? 

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Heather Yaxley

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.

2 thoughts on “Packaging needs public relations”

  1. I understand it to be a filler and a way to use human food by-products such as carcasses of beef, etc.

    Manufacturers are not wrong when they say that meat might contain ‘whole’ beef either, because nobody has actually defined what ‘whole’ actually means. Part of the whole cow could be ears and other bits and pieces – the mind boggles!

    Another example of ambigious labelling?

  2. Ambigous labelling is much too benign a term for the activities that language is obfuscating here. Maybe they should be forced to actually state which bits of animals are included. I only buy cat and dog food which have higher % of natural ingredients, but I still feel uneasy and plan to start cooking for them myself. I am regularly feeding them real fish, offal and even organic chicken which is not any more expensive. I’ll be checking for recipes for biscuits etc on the Internet.

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