Press forward: Become a food and drink news leader in 2025

While we may not be able to perfectly predict the future, PR expertise can certainly help you prepare for it. There will be some trends that pop up out of nowhere and blow up on social (think girl dinner?!) then there’s others that stand the test of time, for example sustainability. A huge part of PR is being connected with the future and identifying the opinions that will shape tomorrow’s headlines.

So what can you do now to make sure that your business is ready to become a news leader in 2025?

Show action leadership on sustainability

A sustainability reputation strategy should be at the heart of your business. Consumers, employees and industry will apply greater scrutiny when it comes to greenwashing claims. While it’s great to flex the progress your brand is making in becoming more sustainable, to build trust and credibility you must ensure all claims are backed up with hard evidence and this ethos is imbedded within the brand. If this isn’t done right, you risk damaging the brand’s reputation in both the short and long-term. Sustainability is also a key purchase driver for younger generations, with nearly two-fifths (39%) of Gen Z more likely to purchase sustainable services or products. Getting your sustainability communications right can help you drive brand loyalty now and in the future, as well as removing the risk of any reputational issues.

Put transparency at the heart of your journey

Not all food products are perfect, consumers get that but they are reading labels more closely and better understanding the impact of ultra-processed food (UPF) on their diet and health. Creators like Eddie Abbew and experts like Dr Van van Tulleken are calling for tobacco-style labelling on ultra-processed food, now that in the UK more than half the average diet consists of UPFs, according to The Guardian. This is expected to continue to add pressure to the food industry, specifically UPF products and ingredients that market themselves as healthy alternatives. Brands that could come under scrutiny here should be prepared with Q&A’s to be able to respond quickly and transparently to consumers and media. This PR issue is best dealt with through transparency and openness.

Stay ahead of crises 

Preparing for the future can also mean preparing for potential issues. The recent news around packaged sandwiches, wraps and salads containing e-coli serves as a salutary reminder that food and drink businesses should have a crisis management plan in place. Many times this only happens after the damage is done and no-one wants to be on the back foot when the chips are down. Nexus has extensive experience in issues management including full blown crises, product recalls and media training, helping to protect our clients if their business is under scrutiny.

It’s not a one size fits all approach but takes into consideration different scenarios and how the business should respond.  A well-executed crisis management plan will ensure that those watching, from colleagues to customers and the general public, see that your business is honest and reliable.

Being prepared offers the best chance of recovery. There’s a lot at stake, from loss of revenue, erosion of trust and long-term reputational damage. All these can be mitigated by a planned approach that instils confidence and demonstrates that you are prepared in the event of a situation. 

Get culturally plugged in

As an agency we apply EARN IT. thinking to all our clients. This means we’re constantly looking at how we can keep your brand relevant in real-time, with a clear brand messaging and strategy as our north star. Our EARN IT. strategies use original ideas to make your brand the most relevant in its category across consumer and B2B audiences. This approach maximises your marketing investment by creating campaigns which travel further than paid media budgets, authentic stories that influence, and media relationships built to last. For a brand to thrive in the present and future, it needs to understand and leverage the ‘now’.

Ready to EARN.IT?

Nexus has extensive experience developing PR strategies and high-impact campaigns for both scale up and established brands in the food and drink sectors. Get in touch.

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