The aim of this paper is to study the way in which Dutch organizations in the food sector try to cope with their reputations regarding food safety.
In‐depth interviews with eight representatives of Dutch agro‐food companies were organized, representing a variety of products with different positions in the agro‐food chain.
The results show that, although reputation management is not a special branch in the organization of communication, the subject is seen as crucial for these organizations. Their strategies, however, differ considerably, depending on whether they position food safety as more or less central in their mission and brand strategy.
The article makes recommendations and gives insight into the agro‐food industry and will be of interest to those in the field.
