bake - April 2014 - 14

food safety

It's a Matter of (Mis)Trust
Three years after the passage of the Food Safety Modern-

azodicarbonamide

ization Act, nearly 75% of Americans polled believe there

(ADA), a chemical

should be even more government oversight of food safety.

commonly used

That's according to the results of a survey conducted by

in baking for its

Harris Interactive, a Nielsen polling company. Of the 2,236

dough strength-

adults questioned about their feelings on food safety, 86%

ening and ﬂour-

expressed some level of concern over food recalls.

bleaching abilities,
it pushed this

These ﬁndings dovetail with those of Sullivan Higdon & Sink's

controversial topic

recent study, "Emerging Faith in Food Production," which found

into the spotlight

that Americans are leery of the food manufacturing industry in

once again.

general, with 34% of consumers doubting that food companies
are transparent about their production processes. While the

US Senator Charles

report focuses on large food companies, that mistrust produces a

Schumer, New

trickle-down effect that can impact your reputation.

York, is leading the
effort to have FDA

Investing in relationship-building, both with your customers and

ban the additive -

your suppliers can help solidify your street cred. The Sullivan

quickly gaining

Higdon & Sink report suggests these strategies for building trust.

a reputation as the
"yoga mat" chem-

* Be loud and proud. Find fun ways to educate your customers

ical-from all foods

34% of consumers
doubt that food
companies are
transparent about
their production
processes.
"Emerging Faith in Food Production"

about USDA and FDA food safety regulations, and make sure

because of its

they know that you follow them down to the ﬁne print. And,

suspected cancer-

let them know that these government organizations support

causing status. As

your processes.

it stands, ADA is approved and generally recognized as safe

* Get social. An active and participatory social media presence
supported by customers helps spread the word about your

by the FDA when used at the maximum of 45 ppm, or ½ oz
per 100 lb ﬂour.

commitment to providing quality and safe food.
* Engage in storytelling. Encourage your suppliers to share their

But, with consumers spending more time deciphering labels

world with your customers. Authentic stories about food pro-

and analyzing the ingredients used to make the foods they

duction go a long way toward building trust and consumer con-

eat, the movement to remove ADA from baking is expected

ﬁdence. If you buy local, these stories are especially effective.

to grow. The debate presents an opportunity for bakers in
every segment of the food industry to engage their customers

Azodicarbonamide Update

in conversation about food production. The Center For

When Subway, Milford, CT, announced earlier this year that it

Food Integrity offers resources for starting the discussion

would reformulate its bread products to eliminate the use of

at www.cﬁengage.com. MA R I RYDIN GS

14 < APR 2014 | bakemag.com
http://www.cfiengage.com http://www.bakemag.com
bake - April 2014

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