Sir

The global food and beverage supply chain was once considered by some in the industry as a relatively dry and technical topic. It was certainly not regarded as a crucial factor in building and protecting a corporate or product brand.

Not so today. The illegal food dye Sudan 1 is back in the headlines (see www.foodmanufacture.co.uk).

Major international manufacturers are increasingly switching top people to proving safety and traceability. This is a prime reputation-building (or busting) phenomenon of the early 21st Century. Every grocery brand manager's avoidable nightmare. Every food manufacturer's chance to shine or plummet in his or her customers' perceptions. Every supplier's chance to get it right - or wrong.

In the wake of the melamine in milk crisis in China last year, and salmonella in US peanuts earlier this spring, let the boardroom ignore the complex global food and beverage supply chain at its peril. Food and drink brand marketing and manufacturing have entered a new era. Pro-active, demonstrative communications, coupled with excellent pre-emptive risk management, is the only joined-up way. Another nail in the coffin of silo management.

Chris Woodcock

managing partner

College Hill (Razor PR)