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In the Chinese language, the pictogram used to express crisis contains two words: danger and opportunity. The same words could be used to describe the essential elements of any crisis.

Famous brands, consumer loyalty and reputation can have a value far greater than a company's tangible assets. They have to be protected at all costs.

No matter how professional and effective a company may be, there is always the possibility of a serious problem arising that is unforeseen or develops into a crisis. However, thinking through the possible ramifications of such an eventuality and preparing responses and scenarios to deal with it will always ensure that an organization is better prepared to face the unexpected.

In the decade since the first edition of Crisis Management in the Food & Drinks Industry was published in London, England in 1994, the scope as well as the influence and impact of the Internet has grown beyond all recognition. It has become one of the most powerful means of communication in the world as well as usually being the cheapest.

Consumers can be the eyes and ears of an organization. Taking account of their complaints or comments can help reduce the possibility of a business being caught off-guard and finding itself embroiled in a crisis.

A constant cause of concern facing all food manufacturers is that, no matter how tamper resistant the packaging they use for their products might be, it is always possible to interfere with them usually as a prelude to demanding large sums of money to indicate where the contaminated packs have been placed. Usually, those intent on tampering with a product take it away from the outlet where they bought it so they can open the pack or container, contaminate the contents and conceal what they have done before returning it to the shelf. In a few cases, theymight attempt to insert a foreign body into the pack while they are still on the premises but this increases their risk of being detected.

Most crises arise unexpectedly. That is their very nature. That is why they are a crisis. However, by keeping a watchful eye on issues, events, and research findings that may affect your industry, your company or any of its products it is possible to greatly reduce the possibility of being caught unprepared. As the first indications begin to appear that an issue could attract the media spotlight, it is important to develop strategies to tackle them.

It will take only few moments to read this page. That is not very long. But it is much more time or words than you are likely to have in which to explain why your company is recalling a particular product or how it is handling a food or beverage crisis in which it is involved.

Do I have a problem? Am I likely to have a problem? Do I need help, and if so when should I call for that assistance?

The prime focus of this book is the communication aspects of crisis management. However, it is still relevant to mention the services of additional sources of help, particularly in the provision of general laboratory services and assistance in the examination of products which may have been contaminated or infected.