Fresh Express makes marketing missteps

That’s the headline on Greg Johnson’s column in The Packer today, criticizing the way Fresh Express’ announced its super-duper new produce wash.

I’m all for marketing food safety, but only if it can be thoroughly backed up.

Johnson complains this kind of promotion violates the generally agreed upon, though nonbinding, industry standard after the 2006 E. coli spinach outbreak that the produce industry is in food safety together. ?

Once companies say they’re safer than others, consumers can infer that some produce is less safe or worse, unsafe, and they stop buying.

Tom Stenzel, president and CEO of the United Fresh Produce Association, said, “Food safety should never be a competitive advantage. If a new product improves food safety, we should share it with the whole industry.”

Ed Loyd, director of corporate communications for Chiquita, said the company isn’t marketing its method as safer than others because it’s offering FreshRinse technology to competitors.

Several competitors say Fresh Express’ claims about its new wash are exaggerated or flat-out false, and they have not been verified by any third party.

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About Douglas Powell

A former professor of food safety and the publisher of barfblog.com, Powell is passionate about food, has five daughters, and is an OK goaltender in pickup hockey. Download Doug’s CV here. Dr. Douglas Powell editor, barfblog.com retired professor, food safety 3/289 Annerley Rd Annerley, Queensland 4103 dpowell29@gmail.com 61478222221 I am based in Brisbane, Australia, 15 hours ahead of Eastern Standard Time