Week 6 EOC: Rock Ford - Rebrand the Brand

         
           Nearly a year after the nation's deadliest foodborne illness outbreak in more than two decades, Colorado cantaloupes are back in supermarkets. Farmers near the town of Rocky Ford are going on the offensive to restore the fruit's reputation a year after melons from one of the area's farms caused a nationwide listeria outbreak. They have banded together to trademark Rocky Ford melons and fund $800,000 worth of safety upgrades to prevent future outbreaks, but they must convince buyers that the melons are safe. (1)
          
           To get Rocky Ford brand back to the market we have to improve the brand and get the brand where it used to be prior to the crisis, they need to take more actions to get customer to trust them again. “Companies need to do their research.  And they need to be responsive to their consumers – and respond to their wishes"  (2)

            Rocky ford needs to respond to their customers right away and work with media very closely. They have to give out some important promisses to get back their brand reputition. Also to make them happen not just a empty promiss.

After being washed, the melons will be cooled to reduce condensation and then packed into boxes labeled with codes traceable to the fields where the melons were grown. The boxes will be packed with slips that interested shoppers can scan using a smartphone to read about where their melons originated. (3) 

Credit: 

1)http://bigstory.ap.org/article/colorado-cantaloupes-return-growers-push-safety
2)http://www.foodsafetynews.com/2012/08/colorado-celebrates-recovery-of-rocky-ford-cantaloupes/
3) http://bigstory.ap.org/article/colorado-cantaloupes-return-growers-push-safety