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Part II: Coke's Masterclass in Crisis Management

🍬 And more and more reasons to curb sugary beverages for health and economic gains.

Author

Jan van Iperen
January 28, 2025

For Professionals in the Juice and Citrus industry

Yesterday’s article about Coke’s recall got a lot of attention, not just here. It’s still being picked up and reposted on the interwebs.

Reading through it all you can see the positive side as well: Coca-Cola just gave a masterclass in crisis management, showing how they transformed a potential disaster into an opportunity to strengthen their brand through transparency and decisive action.

The quick teardown of their Crisis Management Strategy:

Immediate Response

  • The company initiated immediate product withdrawal from shelves

  • Established swift communication with retailers and the public

  • Worked closely with health authorities including the UK’s Food Standards Agency

Transparency Approach

  • Provided regular updates through press conferences and social media

  • Openly disclosed details about the chlorate contamination and potential risks

  • Maintained honest communication without making hasty promises

Long-term Solutions

  • Implemented enhanced quality assurance measures

  • Introduced stricter chlorate testing protocols

  • Improved water treatment procedures

  • Expanded consumer engagement channels

The Key Takeaways

The crisis response demonstrated five critical elements:

  1. Preparation through robust risk management

  2. Swift action in crisis response

  3. Narrative control through transparency

  4. Strategic partnerships with regulators

  5. Crisis transformation into opportunity for growth

In short, when approached properly, and as our late fellow Dutchman Johan Cruyff would say: “Every disadvantage has its advantage.”

obviously NOT Johan Cruyff…

🧃 Juice News

The evidence linking sugary beverage consumption to chronic disease and increased adverse health outcomes underscores the urgent need for effective public health interventions. Policies such as beverage taxes have demonstrated measurable success in reducing intake, improving health outcomes, and lowering associated medical expenses. Ongoing research will be essential to assess long-term benefits and potential refinements. Ultimately, addressing excessive sugar consumption through policy and education can lead to a healthier population and a more sustainable health care system.

Following the buyout of two ingredients and flavor businesses in the last two years, ADM remains vigilant for new M&A opportunities. Buyouts aren’t off the table for ADM as it “carefully observes market trends” and, like every “big company, screens the market to extend its portfolio”, says ADM VP for global segment marketing Jochen Heininger.

The business made two notable acquisitions, in 2023 and last year, to allow it to better cater for rising trends. This included flavor and functional ingredients business FDL for $120m and hop flavour specialist TNS last year.

Storefast was originally set up in October 1987 by John and Sharon Kirby as a warehousing business specialising in juice.

Fast forward to 2025 and the business has seen a tremendous evolution from simply storage to multiple markets, including the establishment of Storefast Solutions in 2007.

🍊 Citrus News

In 2006, Francesco and Sebastiano, discouraged by the low margins of traditional citrus fruit trade and by the unsustainable costs of a long supply chain, decided to turn to alternative solutions to market their citrus fruits. The online channel was the way out that led to cutting the costs of the long supply chain and promoting the value of the product outside the local area.

Since 2022, the project has developed and planted 260ha to lemons, Valencia-type oranges, and Star Ruby grapefruit. Over the next few years, they will be expanding to 457ha, with the plan to have 100ha planted to lemons (approximately 36 500 trees), 50ha to Star Ruby grapefruit, and 300ha to Valencia-type oranges.

🔬 Research Worth Reading

Prior extraction of essential oil and pectin does not alter the (catalytic) pyrolysis of pomelo (Citrus maxima) peels, opening a route towards a more comprehensive valorization of this voluminous waste stream.

Enzyme treatments improved the antioxidant capacity of grape juices, especially in Aurora and Muscaris, although the effect on polyphenol content was more dependent on the variety of grapes, with red varieties showing higher levels of polyphenols than white varieties. These findings highlight the significant role of both enzyme treatments and grape variety in determining the quality and health-promoting properties of grape juice.

✨ Classifieds

Sponsorship and Classifieds will start as of February 3rd 2025.