Friday, 11 October 2013 16:20

Brand rehab begins

Written by 

NEW YORK management consultant McKinsey is being used by Fonterra to help rebuild the brand after the botulism contamination scare in August – a false alarm.

 

Fonterra chief executive Theo Spierings says it is too early to comment on what the financial impacts of that scare will be on the cooperative “but as soon as we know the markets will know”.

New chief financial officer Lukas Paravicini says the only contingency provision on the books at this stage is $14 million for the 2012/13 year. Spierings says this was to deal with some of the initial impacts.

Meanwhile, Spierings says they have been working with McKinsey because they are world-class in rebuilding reputation after events such as this. Spierings will be back in China in late October as part of that rebuild. A plan is now laid to begin restoring the co-op’s reputation and to lift it to a new level, also considering customers, the public and government, Spierings says.

Fonterra chairman John Wilson told Rural News that when the board’s review of the food safety recall is complete it will hold a Sky broadcast for Fonterra farmers to brief them on key findings. The board is doing its own review in addition to the now-completed operational review at management level, and the ministerial inquiry.

“We are looking at what happened, how it was dealt with and most importantly we are looking at what the lessons are from that – what we can do in the future.

“What is critical is what comes out of this… the way we operate and are we operating right for the next century? This is about what tomorrow looks like rather than what yesterday looked like. 

“The review is looking at operating platforms and behaviour on top of those operating platforms – how we operate as people, how we deal with science and, importantly, how we look across the entire supply chain.

“New Zealand is in this great position where we are respected widely and globally for being producers of high quality product off our farms, with good science and good regulation.

“We’ve got to have a look and ask, ‘is this best-in-class for the next century?’. That to me is the critical thing we must do over the next few months. It is not about trying to deal with it all today, it’s about being thoughtful.”

More like this

A great outcome - Hurrell

Fonterra chief executive Miles Hurrell says the sale of the co-op’s consumer and associated businesses to Lactalis represents a great outcome for the co-op.

Cynical politics

OPINION: There is zero chance that someone who joined Fonterra as a lobbyist, then served as a general manager of Fonterra's nutrient management programme, and sat on the board of Export NZ, a division of lobbyist group Business New Zealand, doesn't understand that local butter (and milk and cheese) prices are set by the international commodity price.

Featured

A great outcome - Hurrell

Fonterra chief executive Miles Hurrell says the sale of the co-op’s consumer and associated businesses to Lactalis represents a great outcome for the co-op.

National

Machinery & Products

A reliable, no-fuss workhorse

Showcased with a T7.245 at the recent National Fieldays, New Holland has expanded its T7 tractor range offering in New…

» Latest Print Issues Online

The Hound

Wrong focus

OPINION: Your old mate reckons townie Brooke van Velden, the Minister of Workplace (or is it Woke Place) Relations is…

Burn the village

OPINION: There's an infamous term coined by a US general during the Vietnam war, specifically in reference to the battle…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter