Blue Bell Creameries has done a wonderful job of branding itself as “the little creamery in Brenham.” The company has worked hard for years to build goodwill in the community which, along with its tasty ice cream, has earned it an unmistakably loyal following. A brand is often a company’s most valuable asset, but it can be devastated in an instant if its product harms the public.
Right now, Blue Bell is walking a tightrope between protecting its brand and protecting its customers. The Food and Drug Administration found that the ice cream maker had evidence as early as 2013 of listeria contamination but failed to improve its sanitation programs. This column will briefly review the facts, and then take a look at the challenges facing the company because of the listeria outbreak linked to it.
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