The Challenge

In 1997, an 18-year-old restaurant food safety firm tired of consistently being overlooked – for business, opportunities to bid, industry leadership. The company knew it was just as good, if not better, than it’s headline grabbing bid-winning competitors. But, as a privately held, family-run organization, they weren’t always able to commit the same level of resources to get noticed. It was time to take a stand and a big risk. Each day the media brought another story of a food safety disaster. The company saw an opportunity to turn the spotlight on themselves – through the creation of a Home Food Safety Study. The goal was to become the source for information and work in the arena of food safety.

What We Did

A user-friendly, unscientific study was conducted. The report was prepared including the creation of a comprehensive media kit, touting the study’s surprising results. An extensive media training session was endured, preparing the company president leader for, among other things, an exclusive story with 20-20 News Magazine. The leading industry trade publication published the study in its entirety. The president then took the show ont eh road, serving as a panel or seminar presenter to all major industry meetings throughout that first year.

At the end of year one, a critical decision was made – to continue the study annually and own it until there was the chance to have it become a national, other-funded activity.

The Outcome

The study was conducted four times – with greater media exposure and reputation as the result each year. The company president went from speaking at panels and filling in about the study to key note speeches to having entire conferences focusing on the stud and its results. Business increased over 30% overall and opportunities were abundant. The company became known within the industry as the food safety and quality people. The ultimate accomplishment – the company was bought by a large organization to provide the food safety arm to all its customers.