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The Arla Foods Blog
rla Foods, Europe’s their native home, Arla Foods had
largest dairy company is to face the widespread boycotts
the first major in the Middle East over the
Scandinavian company to start Danish caricatures of Prophet
blogging externally. Taking the Mohammad. The drawings which were
lead is their Danish company, published in a Danish newspaper
with three (3) different blogs depicted an image of the prophet
all in Danish. The company hopes wearing a turban shaped as a bomb
to provide information about with a burning fuse. Islamic
nutrition and health, the life on traditions prohibit any depiction
a farm and what is happening of the prophet including
behind the organization. respectful ones to prevent the
use of such images that would
Reasons for Blogging lead to idolatry. The offended
parties demanded an apology from
Arla Foods’ corporate blogging is the Danish government.
aimed at building long-term
relationships by providing a The Danish government stood its
human face to its consumers. ground that the issue is
Their blogs also wish to present primarily on freedom of the
their qualifications in the press, but Arla Foods was in a
specific industry they’re in. In more difficult position as it
the middle of much criticism in felt the full force of the appeal
Denmark, blogging is a courageous for a trade boycott of Danish
but a logical step to take in products. Its sales plummeted to
countering bad press. zero and it had to lay-off as
much as 100 people because of the
Aside from having to defend inexistent demand. For a company
itself against accusations of that had annual sales as high as
crushing small diary companies in $480 million in the area, Arla
Foods certainly felt the included diplomatic sanctions and
pressure. Islamic militant attacks and
threats.
The company has spent over 40
years to build a big business in Arla Foods was seen by many,
the Middle East and is not about especially the Danes to have
to give up easily in the face of bended its knees too quickly to
such a challenge. They have been the offended parties. When it was
able to gain an intimate announced that the boycott of
knowledge of the market and have Danish products was to come to an
managed to provide their end in a conference attended by
co-operative members a stable Muslim clerics and
income in the process. It came as representatives of Arla, it was
a shock to see such a big widely perceived as a deal that
business entity come to a signaled the victory of thuggery
complete stop in all the and extortion over free speech.
countries in the region. The end of the problem in the
Middle East was the start of a
The paper that published the said new problem in Denmark.
caricatures has already
apologized for offending many The company’s websites refer to
Muslims even if it were not in this move as an active marketing
violation of any Danish law. The approach. Arla Foods facilitated
Danish government welcomed this the printing of the Danish
act but reiterated that government’s official statement
independent media is not edited indicating its respect for Islam
by the government and thus it in a Saudi newspaper. It was
cannot apologize in behalf of the followed by a full page
newspaper. The general situation advertisement in 25 countries all
was not positive as the backlash over the region stating the
company’s understanding of the dominant market position. They
region’s culture and values as are being accused of trying to
well as Islam. Arla Foods has eradicate smaller and more
also offered to start ecologically minded dairies and
humanitarian projects in the small farmers in Denmark.
Middle East including helping
disabled children and cancer Serious image problem is probably
sufferers. The company’s move is the reason why the company opted
quite understandable if the to launch three blogs. The Danish
business aspect is to be press regularly features the
considered. However, altering company’s questionable tactics
public perception may need to be towards farmers who are
given serious attention. uncooperative to them. The
problem is not about their
Blogging at Present products which are considered
good by anyone’s standard but the
In the face of heavy criticism widespread dislike for the
for supposedly trying to appease company itself.
Muslim fundamentalists, Arla
Foods had to find a way to air One blog is handled by a couple
its side. After successfully of farmers who are shareholders
putting an end to a boycott in in Arla. Another blog called
the Middle East region, the “Natural Thoughts” is handled by
threat of the Danish public’s the head of Arla’s Fact and
boycotting of Arla products Consumer Center and the chief PR
remain. It should be noted that person. These blogs allow
the multinational company has comments but not trackbacks.
long been criticized and Arla’s blogs are said to be brave
boycotted in Denmark because of and imaginative but still falls
their supposed abuse of their short on its purpose.
The company’s head of Arla’s blogging cannot come in a
communication has confirmed that more opportune time. To be beset
putting up their weblogs is one on all sides by a largely captive
initiative towards more dialogues consumer base, aggressive
in the company’s effort to become prosecutors and a skeptical
more open and communicative. It press, it is certainly a
also seeks to clarify what the difficult challenge to overcome
company is all about and presents especially if is does not do
an alternative to the usual anything to have itself heard.
presentation of the company in Danish prosecutors have Arla
the regular press. The company Foods under indictment for unfair
has seen a new media available to trade practices. Reversing public
them in the form of blogs. perception can be a monumental
task in this particular
With the image to being a situation. Blogs can help the
ruthless giant that bulldozes company explain without the
small dairies as well as their controversial news blocking its
own farmers, Arla recognizes the view. It is a chance for the
prevailing strong consumer readers to get “inside” the
dislike for the company. They see company instead of simply relying
blogs as a good way to counter on information provided by the
this reality as it provides press. If Arla Foods can succeed
opportunities for dialogue with in their blogging attempts, it
critics. It is also an open and could be considered a major
direct way of communicating by breakthrough for blogging in the
presenting people within the Scandinavian countries.
company to put more faces on
Arla.
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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