Week 6 EOC: Rocky Ford-Restoring the Brand

After erroneously being identified with a cantaloupe farmer who was responsible for a listeria outbreak in Colorado, Rocky Ford growers have to be smart and reshape their brand image. They must follow in the footsteps of Tylenol and reintroduce themselves to the public in a new and fresh way. “People often associate rebranding as a name and identity change, but it can be more subtle than this; a rebrand can be just a slight alteration to an identity” (More Than a Name: An Introduction to Branding, 60). Rocky Ford has been known for their cantaloupe farms for over 150 years and it has been quite successful up until recently. They did not have anything to do with the outbreak, but now their reputation is on the line and are in need of crisis management. Tylenol did not throw away their brand because of the “Tylenol murders” in 1982. Instead, they were quick to react and implemented new measures to assure the public that they are taking every step to ensure that the tampering does not happen again. Todd Ragusa of Ragusa Consulting spoke about how people perceive a brand after a crisis and how to effectively manage it, “And always remember that the message delivered is not the same as the message received. Different people interpret and assimilate information differently based on their level of interest and, in particular, to what degree the issue affects them” (http://www.inc.com/jeff-haden/best-way-to-respond-to-a-pr-crisis.html). Rocky Farms needs to implement a clear marketing strategy in the media that communicates their products are safe and they have a proven record of providing delicious and nutritious products to consumers because of safe practices. It is essential to gain the public confidence back and rebuild the brand. Not all is lost. “Companies need to do their research.  And they need to be responsive to their consumers – and respond to their wishes (http://www.bellpottingerwired.com/noticeboard/2013/04/time-for-a-rebranding#sthash.0ZWTQwQb.dpuf). Rocky Ford should conduct consumer research and respond accordingly. Consumers feel wary of cantaloupes now because of the outbreak, so the farm should assure the public of their track record of safety. Do this by an extensive media push. Perhaps they should offer a wider variety of produce to further separate themselves from cantaloupes, but still offer that product as to not convey any type of guilt as well. It might take a few months or a few years for Rocky Farms to be profitable again, but with a strategic PR plan in place to rebrand it into a positive light, the company can bounce back and come back stronger than before.