How should Vietnamese businesses respond to food safety crises?

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How should Vietnamese businesses respond to food safety crises?

Food safety is a sensitive topic. How should Vietnamese businesses respond to restore and maintain consumer trust?

Dr Bui Quoc Liem, Lecturer in Professional Communication at RMIT University Vietnam, explains why managing a food safety crisis requires more than communication - it demands a strong internal foundation within the business.

Dr Bui Quoc Liem, lecturer in Professional Communication, RMIT University Vietnam

Dr Bui Quoc Liem, lecturer in Professional Communication, RMIT University Vietnam

Why do food safety crises often spark social media storms?

By the end of November 2024, Vietnam recorded 131 food-poisoning cases, affecting 4,796 people that resulted in 21 deaths. By comparison, over the same period in 2023 there was an increase of seven cases, 2,677 more people poisoned, while the number of deaths decreased by seven. Food safety remains a major public concern and is a frequent trigger for communication crises.

On social media, negative information can spread rapidly and often without verification. A shocking video, or an offensive photo, can fuel a wave of anger and confusion in the community. Emotions override reason, leading to premature judgments even when the facts remain unclear.

As food is increasingly sold online, at informal markets, and through unlicensed outlets, consumers are increasingly skeptical about the origin of products. The lack of credible guidance from the authorities makes them vulnerable to falling into a vicious circle of rumours and fake news. Social media platforms are where issues are discovered and if they are not managed well, they can add fuel to the fire in a crisis.

Smart and effective responses: How do businesses tackle scandals?

When it comes to food safety risks, rapid response, transparency, and accountability are essential to contain a crisis and maintain consumer trust. Many businesses act proactively by issuing public apologies, offering refunds, temporarily suspending operations to review internal processes, and providing regular updates on corrective actions via social media. Some businesses spend their budget sharing positive messages, demonstrating openness and a customer-first approach. Skillful communication not only helps them to soothe the wave of criticism but also attracts new customers, turning a crisis into an opportunity to rebuild their image.

Food safety crises can easily trigger a social media storm.

Food safety crises can easily trigger a social media storm.

One example is the recent response of a large food company, after its exported products were flagged for containing banned substances. Immediately upon receiving the information from European authorities, the company launched an investigation, held a press conference, and affirmed that its domestic products were safe. Transparency and collaboration with the media and the authorities helped the business mitigate damage, manage the crisis effectively, and reaffirm its commitment to quality.

Practical lessons and strategies for managing food safety crises

Vietnam businesses that handle food safety crises well all have something in common: swift responses and transparency. Identifying the source of the incident and responding promptly via a Facebook post or a TikTok video are key factors to controlling the situation. Specific responses such as a public apology, refund, and operational suspension of a brand for internal investigation not only reassure the public but also expresses responsibility. Some businesses even promote their apologies as a commitment to transparency, thereby regaining the goodwill of customers.

A crisis is also a test of corporate culture and internal strength. A brand can weather a media storm if it possesses an effective collaboration system among the executive team, communications, and legal departments. In any situation, silence or denial of responsibility is the most damaging response. Listening to customers’ feedback, working closely with authorities, and proactively communicating with control are measures to make a crisis an opportunity to assure the core values of the brand.

In communication, businesses need to publish their responses on the platforms when the incident occurs, including comments, correction articles and explanatory livestreams. Allowing negative information to linger unanswered is the minimum principle for maintaining public trust. Crisis messages must be transparent, clear, and consistent across all channels. Apologies should include specific actions such as process improvements, production quality enhancements, staff training, and refunds – these are the most persuasive ways to restore a company’s image.

Finally, crisis management cannot stop at communication. Businesses need to conduct comprehensive reviews of their supply chains, adjust production or service processes, and even change suppliers if necessary. Applying technology such as AI or social listening tools can detect the early warning signs of a crisis and enable timely responses. Substantive actions are the clearest evidence of a commitment to improvement, laying a solid foundation for the brand to recover and develop sustainably.

Story: Dr Bui Quoc Liem, Lecturer in Professional Communication, RMIT Vietnam

Communication and design

25 June 2025

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