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When Allera’s TikTok account launched in 2022, it focused on food safety and food allergies. In under three months, over 30 million people watched our TikToks, leading us to the realization that food safety and food quality carry a powerful message that resonates with millions. Food manufacturers that effectively manage quality and food safety without marketing this to their customers are sitting on the food industry’s best-kept secret: food safety can be a sales engine.
If you’re seeking to advocate for more support, budget, and team members in the quality department of your food company, here are a few ways you can rebrand your quality department as a sales engine.
#1) Talk to Your Marketing Team
The first step is simply reaching out to your marketing team to see if they’d be open to collaboration. Marketers are always on the lookout for new ideas, so initiate a conversation with them (they’re nice people!). Some ideas include laying out quality processes on your website, posting about them on social media, and collaborating on a marketing campaign centered around food safety.
#2) Equip Your Sales Team
Your sales teams are in constant competition with thousands of other food companies for retailers, restaurant contracts, and consumers' attention. If you can provide them with an edge, you'll become their best friend. Quantifying how your quality practices excel in your industry will help them stand out among competitors. Equipping them with up-to-date quality information like, "We scored a 99 on our most recent SQF audit," can make a significant difference for them.
#3) Relay Success to the CEO or Your Boss
After becoming allies with the marketing and sales teams, don’t forget to convey this to the CEO or your boss. When FSQA initiatives are linked to increases in sales, the case for more budget and support in the quality department becomes much more compelling to decision-makers. If a CEO understands that increased support, budget, and team members in Quality Assurance will lead to more sales rather than additional costs, you're on the right track!
Of course, it's important to remember that keeping food safe is the number one priority for FSQA professionals, not sales and profits. However, by demonstrating that food sales are impossible without food safety, you can advocate for even more food safety and quality in your facilities!
Success Story: Celestial Seasonings
Celestial Seasonings (where are my Sleepytime tea drinkers??) is an excellent example of a company that leverages its quality processes to drive revenue. They:
Overall, food companies that excel at quality assurance can leverage their commitment to food safety across marketing, sales, and leadership to drive revenue. FSQA Leaders can take small steps toward rebranding themselves as a sales engine to unlock budget and support from leadership. Reach out to your marketing team and let me know how it goes! 😊
