Social Marketing is Important to Getting Closer

Another reminder of the size of corporatins and the importance of personal connections surfaced today with the allegation that executives at Kraft and SK Foods conspired to Let a Tomato Vendor Sell Tainted Food. There's no reported "harm" but in this case it's obvious: the system is HUGE.  The companies we rely on employ thoudands of people in them- how do we choose the ones to trust?

Will this be a crisis, or an opportunity?  Make the Kraft brand stand for something better.  Call out the awful things you have done and are doing and draw a line that no one will cross again.  While I personally think the problem of pricing of food products that are the least healthy lower than the really good choices.  Un-natural, processed food consumed far from its source is not just problematic from the 'green" perspective, it's also further separating the consumer from the tomato that actually came out of the ground- there are so many people in between, with so many trust relationships, this will be a real mess.  See also, Toyota.

How will Kraft convince me that it's just this once incident- can someone speak credibly about their processes, and show how they are going to do better in the future?  We'll need to see the people at work, the employees of Kraft who are appalled by these results.  Otherwise, they are just a press release away from making customers mistrust the brand forever.