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October 31, 2005Arla Foods speaks to Desirable Roasted Coffee, and we speak back
Arla Foods representatives left a couple of comments on my post last week: Arla Foods, Europe's biggest dairy, launches 3 blogs. (By the way: Arla Foods keeps two websites: www.arla.dk for consumers, and www.arlafoods.dk for the more corporate-minded.) One was Mikael, one of Arla's farmer bloggers. He reassures me that more will be forthcoming about the robotic milkers. Cows apparently like them: "One af the main reasons for buying the robot was that the cows will get milked when ever they want to instead of twice a day as we want to. It is better for a cow who wants to delivered 50-60 kg of milk each day." To the extent a cow can frame an opinion, of course -- I've known several, and only a few have shown even the most fleeting desire to form an opinion. It's my experience that a spaniel has more opinions than a cow, and spaniels are pretty stupid. But I digress. Mikael also suspects I get too much of my knowledge of Arla Foods from the press: "It seems to me that your knowledge about Arla is from the press. With the blog you have the chance to get inside." That view -- that much of my knowledge comes from the press -- is echoed by Arla Food's head of Communication, Astrid Gade Nielsen, who writes: "Often Arla is referred to as a ruthless giant that bulldozes not only other small dairires but also their own farmers." Nielsen is being a tad disingenuous -- a turnover of more than US$7 billion (Annual Report) does not make one a "small" dairy -- but she at least acknowledges the widespread perception of Arla Foods in Denmark. And, yes, Arla is referred to as a bulldozer of small dairies. By none other than Danish prosecutors, who have Arla Foods under indictment for unfair trade practice. Prosecutors are asking a $6 million fine -- a drop in the bucket for Arla Foods, but a record-breaking fine in Denmark, nonetheless. With that fact in mind, let me reprint all of Astrid Gade Nielsen's comment, and then invite a response. "You are right that some consumers have strong dislike towards Arla. And as you point out it is not Arla's products that causes these problems it is the dislike of the company itself. Often Arla is referred to as a ruthless giant that bulldozes not only other small dairires but also their own farmers. In response to this criticism Arla has to put an effort into becoming more open and communicative and clarify what the company is about. Weblogs is just one initiative towards more dialogue. It is an open, direct way of communicating and it presents people within the company and puts more faces on Arla. I realise it is a new media for us and we have not foreseen all the challenges that lie ahead but it feels like a good decision and having this dialogue with critics such as yourself have to be a step in the right direction Astrid Gade Nielsen As I said before, Arla's move into blogging is brave and imaginative for a company beset on all sides by a largely captive consumer base, aggressive prosecutors, and a skeptical press. Knowing that Nielsen cannot comment on the actual case, I'm not going to waste our time asking her to. But I wonder if she would give Desirable Roasted Coffee readers an insight to what it's like to be under siege, so to speak? I'll ask her for an interview & we'll see what we can learn, shall we? Technorati tags: Arla Foods Posted by Allan Jenkins on October 31, 2005 at 07:45 PM in Communication, Denmark, Food and Drink, Public Relations | Permalink TrackBackTrackBack URL for this entry: Listed below are links to weblogs that reference Arla Foods speaks to Desirable Roasted Coffee, and we speak back: CommentsHi Allan I enjoy your blog and your resent posts on Arla and its corp-blogs. I’ve done a little surf on their site and came across this page In the 7th paragraph it roughly says: How should ‘suited for publication’ be interpreted? And if a comment is deleted how will it show on the blog if it will show at all. Cheers Posted by: Nicolai | Oct 31, 2005 10:32:24 PM Well Allan since we are two saying the same it might have some true to it Posted by: Mikael | Nov 1, 2005 7:03:26 AM Nicolai, That same para also says that the blogger should indicate whenever he or she has deleted a comment, and explain why. That's a good policy. Posted by: Allan Jenkins | Nov 1, 2005 12:28:12 PM Mikael, I've written nothing to imply that you are a puppet of Arla; far from it. I certainly do not believe you are. And I am following your blog. If I get over to northern Jutland any time soon, I'd be delighted to visit the farm. Posted by: Allan Jenkins | Nov 1, 2005 12:34:20 PM Allan I was a bit fast in my posting yesterday. Did'nt read till the end of Arlas guidelines. I agree - bloggers (also corp-bloggers) should follow the general consensus on blog ethics. Wich, as you also state on your ethics page, say that if you delete anything always write why.
Posted by: Nicolai | Nov 1, 2005 2:15:58 PM Allan, I am prepared to answer you questions. Astrid Gade Nielsen Posted by: astrid gade nielsen | Nov 1, 2005 2:26:21 PM Thank you, Astrid! (Readers, Astrid and I are taking this off line for now, but I will be back to you!) Posted by: Allan Jenkins | Nov 3, 2005 9:39:07 AM Post a comment |
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