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Carla Amos / Things
The fish delivered with the Hello Fresh meal kits over the weekend potentially contained elevated levels of histamine.
A case of food poisoning that prompted Hello Fresh customers to seek medical attention could have an impact on the reputation of all meal kit delivery services, says a marketing expert.
A batch of fish delivered over the weekend had potentially elevated histamine levels. Customers were advised not to eat it.
Three people in the Hutt Valley reported to the hospital emergency department and about 20 people contacted the Auckland Regional Public Health Service saying they felt bad after consuming the product.
The company is still investigating the source of the problem.
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Professor Michael Baker, from the University of Otago Department of Public Health, said that elevated histamine levels were a rare cause of food poisoning.
“It shouldn’t happen if the fish is fresh and stored properly.”
Sommer Kapitan, a senior marketing professor at AUT, said that brands build trust by meeting a need with their services or products, and that was especially the case for providers like Hello Fresh.
“[It] it is based on your ability to feed your family in a way that is safe and stress-free. Hello Fresh has built its brand on fresh ingredients, ease of preparation, and no more worries about your dinner.
“Clearly, there is nothing stress-free about food poisoning and nothing new about improperly stored fish. And since this is not an isolated incident, it exposes the brand to a different set of associations.
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Sommer Kapitan, a senior professor of marketing at Auckland University of Technology, says the food poisoning incident could be a blow to the growing food kit industry.
“Not only is it harmful to one brand, however, such damage can have a ripple effect for the entire category of food prep kits delivered to your door. This comes right at a time in a fledgling industry when more consumers are beginning to experiment with this type of home cooking service. “
He said the future of Hello Fresh and other food delivery kit services would hinge on what the brand does next.
“Clear and open communication to solve the first problem of sick clients is only the first step. How do you rectify the causes of this improper food storage and how do you mitigate the risk of future food deliveries? How do you clearly and openly say ‘mea culpa’ and communicate your next steps for safety? This will be key in the coming weeks for the brand’s resilience ”.
But at the University of Auckland, Marketing Director Bodo Lang was not convinced the effect was so marked.
“Yes, the brand name suggests that the food is fresh, so some consumers may view the fact that the fish was not chilled properly as a disconnect from the brand.
“But the impact on the system’s subscribers is likely to be minimal. Most long-term subscribers to the system will tolerate a rare message of discarding food if it is supported by proper service recovery measures such as refunds and apologies. The ‘subscriber stickiness’ is due to their satisfaction with Hello Fresh, but also to changing barriers in the food delivery sector, such as the time and money consumers have to spend to select a different food service. ” .
He said those who might be put off were potential new users. Hello Fresh offers referral discounts and works with influencers to attract new customers.
“In other words, consumers who were about to subscribe to hello fresh may change their minds because it is just as easy for them to select a different food supplier.
Kevin Bowler, CEO of My Food Bag, said that food safety was a priority and that the company had strict protocols and procedures. He said occasions like this were a good reminder to review those cold chains and procedures, but the company had complete confidence in its systems.
