By Joseph Basile, President, Catania Oils

I’ve sat in enough company division meetings to recognize that customer relationships have dramatically shifted from the pre-COVID days. Gone are the meetings, lunches, and extended conversations at trade shows that build both relationships and customer trust. Today, people expect things to be done at the speed of life – faster, more efficiently, and with less human interaction. And now there is a way to do just that. 

My brother is obsessed with ChatGPT, an artificial intelligence platform that generates letters, emails, press releases, poems, marketing advice, strategy documents, speeches, and more in seconds rather than the days or weeks that it would take someone to do an assignment from scratch. Yet for all the benefits of harnessing the power of this innovative technology, there’s a reason it’s called artificial intelligence. What it possesses in convenience, it lacks in authenticity. 

In our industry, it is our ethical responsibility to provide customers with honest, clear information to enable them to make informed choices about the products they bring to their customers’ tables. Why is this so important in our industry?

Ensuring food safety

Food fraud is an insidious and growing problem in our industry that impacts manufacturers, distributors, restaurants, and ultimately the consumer. As chair of the National Institute of Oilseed Products’ (NIOP) Product Integrity Committee, I’ve seen oil products that have been adulterated or short-weighted along the supply chain that are sold as authentic. When this happens, consumers are left in the dark about the origin, processing, and even potential allergens contained in products they’ve come to trust.

Transparent communication enables food processors the opportunity to share with their customers how their product has been handled from farm to table and what quality control processes have been established to ensure their product is exactly what they expect.

Encouraging sustainability

The concern over environmental sustainability has skyrocketed in recent years and has the potential to drive positive change. What is your company doing to reduce its carbon footprint? 

Even if you are just starting to look at potential initiatives, openly discuss sustainability with your customers. Be prepared to answer questions including, “How are you reducing waste at your plant?”, “Are there any energy savings ideas you are pursuing?”, or “How can you guarantee your products are responsibly sourced?” Your company’s commitment to environmental stewardship may encourage consumers to make better sustainability choices themselves.

Meeting dietary and lifestyle preferences

As consciousness expands over dietary and lifestyle changes, brands must deliver on those preferences. Vegan, gluten-free, and organic diets are on menus and labels across the country, and if you’re not addressing these concerns, you run the risk of consumers looking elsewhere, making choices that align with their values. 

Transparency enables food processors to provide specific information on every ingredient used, including potential allergens or any animal-based ingredients. It also shows you’ve listened to your customers, which can increase satisfaction, loyalty, and your profits.

Nurturing innovation and product development

Transparent communication can foster innovation and drive product development in the food processing industry. 

We recently developed a line of shortening products because our customers asked. We also created a custom product for one major movie theater chain that wanted both popping oil and popcorn topping. We named it “U-Pop and U-Top,” and the customer was thrilled that we listened to and responded to his individualized needs. 

Active two-way communication regarding customer feedback and preferences can provide valuable insights on emerging trends and demands. It also expands and enhances competitiveness in the marketplace.

Responding in crisis

In the unfortunate event of a crisis involving the safety or quality of your food, customer transparency becomes even more critical. Prompt and transparent communication allows food processors to quickly address the issue, recall affected products and provide reassurance that the problem has been eradicated. 

By openly acknowledging and taking responsibility for any lapses in quality or safety, companies can demonstrate their commitment to consumer well-being and regain trust. One of the top public demands when a company is in crisis is reassurance that the company cares and is taking active steps to correct the problem. If it’s just lip service, they will know.

Most importantly, transparency in communications builds consumer trust. With access to clear, accessible, and accurate data, they feel empowered and valued. Meeting and exceeding customer expectations in your communications creates loyalty, enhances your brand’s reputation, encourages repeat purchases, and elevates your bottom line.

Joseph Basile is the president of Catania Oils, the Northeast’s leading processor and packager of plant-based oils. He also serves as the chair of the National Institute of Oilseed Products’ Product Integrity Committee.