July 11, 2007
Supplement Co. Touts Products ‘Not Made in China’
It’s virtually impossible, especially in some categories, to pick up an item in retail stores that was not manufactured in China or at the least contains ingredients from that country. That said, the Asian nation has taken a lot of hits recently in the arena of public opinion and one U.S. marketer is out to let American consumers know that its products are “China-Free.”
Food for Health International, a manufacturer of nutritional supplements for people and their pets, has gone public with its “China-Free” position with the message trumpeted in ads, promotions and product stickers. It has also gotten quite a bit of free press as a result of its campaign.
The company claims its products are made from organically grown foods without chemical additives and that all manufacturing and packaging is done in the U.S.
Frank Davis, president of Food for Health International, told Reuters, “It is a response to the (stories of tainted products and ingredients) coming out, and we are taking a position that we are not the only ones reading them.”
Discussion Question: What do you think of Food for Health International’s “China-Free” marketing campaign?
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Labels like “sugar free” and “caffeine free” have gone over well. This presumes sugar and caffeine are bad in some way. Why not “China free?” Right now “not made in China” sounds a lot more appealing than “Made in China.” Come to think of it, I don’t know of anyone who is proud of anything they have that was made in China. A Swiss watch, a Japanese car, German beer, Canadian whiskey, etc., sounds great. What from China sounds great? Even the Chinese restaurants in the USA have been taking the word “Chinese” out of their names. One here changed their name to New York Buffet.
It’s a clever, short term way to try to benefit from a lot of negative press but I agree with the comments already here–in the long term, far better to be able to confidently state where you are manufactured and what your product does contain.
The movement toward more detailed labeling is just around the corner as Congress will be pushed to react to this crisis. Smart marketers should incorporate changes in their thinking and their packaging and plan for what they will do to secure their supply chain before government mandates create a bureaucratic answer. If I were a food brand, I would be seriously examining my supply chain, my inspection methods and my manufacturing processes and figuring out a) what I want to do about it and b) what I want to tell my consumers about it. The more voluntarily the manufacturers move in this direction, the less draconian the US government’s response will be.
This will last just about as long–and probably have just about as much net impact of Food for Health sales–as 7/Eleven’s announcement that they were ditching Citgo/Venezuela/Chavez did. Consumers simply can’t or won’t be bothered by these “let’s take a stand against XYZ” messages if they cause angst in their everyday lives. I forget who is supposed to have the memory of an elephant, but American consumers have the memory of a mouse.
Given all of the publicity on the tainted products from China, it seems very likely that this will resonate with consumers, at least for some period of time. And I have heard from retailers that their customers are looking for more information on products to determine whether or not the product comes from China.
It’s unlikely that “Not Made In China” will sustain Food For Health in the long run. Given how authoritarian it is, a focused Chinese government could improve food safety more quickly than the US government and all 50 states, too. Very few federal or state food and drug safety folks have been sentenced to death, for example, unlike China. Japanese cars used to be low quality, but that authoritarian society changed its reputation, too. And China is much more authoritarian than Japan.
I view this as a fad that will pass in time. Right now, it’s in the news and will remain in the news as long as the media wants to keep it there. In the end it will fade from our minds in the same way every other food scare has in the past.
‘Not Made in China’ is not good marketing. It would be better to tell consumers where the product “is” made. If I’m a consumer and I see “not made in China,” I’m wondering…hmm….
A.) Where IS the product made? Perhaps it’s made in a neighboring or border nation to China. But it sounds like its probably not made in the U.S.
B.) If we get some news that there was a case of tainted products coming from Canada, will the next package say, ‘not made in Canada?’ (Sorry Canada, it was just intended to be a silly example. I could have said ‘Missouri’ but it’s not a nation.)
Companies should resist the temptation to “react” to the news where marketing is concerned.
The label marking that many of us hope to see from progressive food, personal care, and drug companies in the near future is not “China-Free” but rather “Made in USA from only American ingredients.” And we need to see it in a type size that does not require a magnifying glass. Or, in the case of fruits and veggies, a label that says, “Grown in the USA.” Of course, people will still be able to buy the plentiful items imported from China, as well as grapes from Mexico and cheese from Switzerland and wine from Germany. But consumers who choose to patronize exclusively American manufacturers and farms should have that option and are beginning to demand it. Companies who get out ahead of the curve to meet this need (and market it) will do very well, indeed. Companies who think they are clever by going with weasel labels such as “distributed in USA” or “packaged in USA” are making a big mistake by vastly underestimating the intelligence of the average consumer.
We live in a global society where politically and economically, the average individual in many respects feels helpless to control much of anything. However, where we spend our own money and selecting the products that go in the family’s food bowls, medicine cabinets and lunchboxes ARE things that we can control. Retailers, marketers, and importers who do not understand this, and think the concern over–and rebellion against–Chinese goods is merely a temporary blip are starting to find out how mistaken they are with each new news cycle.
After seeing a report that China has executed one of its food/drug safety officials, it might appear that being ‘made poorly in China’ could have serious consequences. Nevertheless, labeling being not made in China might not be as effective as an actual “Made in…” label.
While there remains effort to keep moving forward on COO labeling for perishable foods, it would seem that this type of labeling would be just as effective for drug items. Yet I don’t know if, as with anything, more regulation is the answer. Uninformed consumers are more likely the issue. This also is yet another opportunity for retailers and a ‘real’ way to gain loyalty by ensuring their consumers are informed on COO of their products. Unless, that is, if you have to swipe a card to get it.
“Not made in China” has a nice ring to it! About 70% of what we carry is made in China, but the other 30% (and growing) is made within a 300 mile radius of our retail store.
Dealing with local vendors has many advantages, one being the consumer has a greater appreciation for the efforts of a local artisan. We have started to promote our local vendors, this article surely will inspire us to do more on this front.
“Not Made in China” is just the first of many marketing techniques that we are going to see soon from manufacturing issues that are “uncovered” from other places in the world.
If marketers have a great US based business to build, uncovering what is really going on in other countries that “feed” US consumers can help them promote US goods and their respective companies. Long term effectiveness will be determined by how honest their spin is. Prove it, and you will have a winner.
They will be effective because people in the USA are scared for so many reasons, having something made in the USA will give the psychological illusion of some control over their lives. Presented in the right light, this can be a solution that addresses quality and SAFETY, something this country is sorely lacking right now, instead of the cheapest price.
Ultimately, if we have another “episode” with China or any other large exporter to the US, it may be the tipping point for a marketing trend back to US based value selling.
In the very short term the people who buy from this company may notice the label but, as always, I feel that conveying a positive marketing message is preferable to a negative one. I have always believed strongly in COOL and transparency; the current anti-China feelings will subside as people resume their normal hurried and harassed style of shopping. They won’t remember, for more than a few more minutes, why NOT made in China matters. And reminding them will be bad for everyone in all sorts of economic and political ways, long and short term.
Many consumers are focused on the issues and recalls experienced recently with tainted Chinese products. I think that “China-Free” will resonate with pet food consumers in particular. Our consumer relations department is fielding calls daily from consumers concerned about the potential for Chinese ingredients in our Midwest grown canned tomatoes. Manufacturers with a high amount of imported ingredients and participants in the categories that have suffered the greatest amount of recalls should consider including “China-Free” on their labels to address these consumer concerns.
I think that “China-Free” will achieve some measure of brand awareness and trial for the Health International products which is what they should be focused on anyway (this isn’t Coke, Xerox, or Kleenex). Long term loyalty will have to be attained the old fashioned way by providing the proper price/quality ratio to the consumer and sustaining their brand equity through marketing. I couldn’t imagine that they see this as a long term strategy for their brands.
I agree that it’s preferable to state where a product comes from, but that can get a bit complicated when there are a variety of ingredients or materials involved. Who’s to say that another label bearing the words, “Made in Turkey” or “Made in Indonesia” is better for consumers? A crisis can develop at any time.
And if a manufacturer chooses to use the term “China-Free,” they better be very sure it’s accurate and have clear traceability steps in place to prove it.
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Labels like “sugar free” and “caffeine free” have gone over well. This presumes sugar and caffeine are bad in some way. Why not “China free?” Right now “not made in China” sounds a lot more appealing than “Made in China.” Come to think of it, I don’t know of anyone who is proud of anything they have that was made in China. A Swiss watch, a Japanese car, German beer, Canadian whiskey, etc., sounds great. What from China sounds great? Even the Chinese restaurants in the USA have been taking the word “Chinese” out of their names. One here changed their name to New York Buffet.
It’s a clever, short term way to try to benefit from a lot of negative press but I agree with the comments already here–in the long term, far better to be able to confidently state where you are manufactured and what your product does contain.
The movement toward more detailed labeling is just around the corner as Congress will be pushed to react to this crisis. Smart marketers should incorporate changes in their thinking and their packaging and plan for what they will do to secure their supply chain before government mandates create a bureaucratic answer. If I were a food brand, I would be seriously examining my supply chain, my inspection methods and my manufacturing processes and figuring out a) what I want to do about it and b) what I want to tell my consumers about it. The more voluntarily the manufacturers move in this direction, the less draconian the US government’s response will be.
This will last just about as long–and probably have just about as much net impact of Food for Health sales–as 7/Eleven’s announcement that they were ditching Citgo/Venezuela/Chavez did. Consumers simply can’t or won’t be bothered by these “let’s take a stand against XYZ” messages if they cause angst in their everyday lives. I forget who is supposed to have the memory of an elephant, but American consumers have the memory of a mouse.
Given all of the publicity on the tainted products from China, it seems very likely that this will resonate with consumers, at least for some period of time. And I have heard from retailers that their customers are looking for more information on products to determine whether or not the product comes from China.
It’s unlikely that “Not Made In China” will sustain Food For Health in the long run. Given how authoritarian it is, a focused Chinese government could improve food safety more quickly than the US government and all 50 states, too. Very few federal or state food and drug safety folks have been sentenced to death, for example, unlike China. Japanese cars used to be low quality, but that authoritarian society changed its reputation, too. And China is much more authoritarian than Japan.
I view this as a fad that will pass in time. Right now, it’s in the news and will remain in the news as long as the media wants to keep it there. In the end it will fade from our minds in the same way every other food scare has in the past.
‘Not Made in China’ is not good marketing. It would be better to tell consumers where the product “is” made. If I’m a consumer and I see “not made in China,” I’m wondering…hmm….
A.) Where IS the product made? Perhaps it’s made in a neighboring or border nation to China. But it sounds like its probably not made in the U.S.
B.) If we get some news that there was a case of tainted products coming from Canada, will the next package say, ‘not made in Canada?’ (Sorry Canada, it was just intended to be a silly example. I could have said ‘Missouri’ but it’s not a nation.)
Companies should resist the temptation to “react” to the news where marketing is concerned.
The label marking that many of us hope to see from progressive food, personal care, and drug companies in the near future is not “China-Free” but rather “Made in USA from only American ingredients.” And we need to see it in a type size that does not require a magnifying glass. Or, in the case of fruits and veggies, a label that says, “Grown in the USA.” Of course, people will still be able to buy the plentiful items imported from China, as well as grapes from Mexico and cheese from Switzerland and wine from Germany. But consumers who choose to patronize exclusively American manufacturers and farms should have that option and are beginning to demand it. Companies who get out ahead of the curve to meet this need (and market it) will do very well, indeed. Companies who think they are clever by going with weasel labels such as “distributed in USA” or “packaged in USA” are making a big mistake by vastly underestimating the intelligence of the average consumer.
We live in a global society where politically and economically, the average individual in many respects feels helpless to control much of anything. However, where we spend our own money and selecting the products that go in the family’s food bowls, medicine cabinets and lunchboxes ARE things that we can control. Retailers, marketers, and importers who do not understand this, and think the concern over–and rebellion against–Chinese goods is merely a temporary blip are starting to find out how mistaken they are with each new news cycle.
After seeing a report that China has executed one of its food/drug safety officials, it might appear that being ‘made poorly in China’ could have serious consequences. Nevertheless, labeling being not made in China might not be as effective as an actual “Made in…” label.
While there remains effort to keep moving forward on COO labeling for perishable foods, it would seem that this type of labeling would be just as effective for drug items. Yet I don’t know if, as with anything, more regulation is the answer. Uninformed consumers are more likely the issue. This also is yet another opportunity for retailers and a ‘real’ way to gain loyalty by ensuring their consumers are informed on COO of their products. Unless, that is, if you have to swipe a card to get it.
“Not made in China” has a nice ring to it! About 70% of what we carry is made in China, but the other 30% (and growing) is made within a 300 mile radius of our retail store.
Dealing with local vendors has many advantages, one being the consumer has a greater appreciation for the efforts of a local artisan. We have started to promote our local vendors, this article surely will inspire us to do more on this front.
“Not Made in China” is just the first of many marketing techniques that we are going to see soon from manufacturing issues that are “uncovered” from other places in the world.
If marketers have a great US based business to build, uncovering what is really going on in other countries that “feed” US consumers can help them promote US goods and their respective companies. Long term effectiveness will be determined by how honest their spin is. Prove it, and you will have a winner.
They will be effective because people in the USA are scared for so many reasons, having something made in the USA will give the psychological illusion of some control over their lives. Presented in the right light, this can be a solution that addresses quality and SAFETY, something this country is sorely lacking right now, instead of the cheapest price.
Ultimately, if we have another “episode” with China or any other large exporter to the US, it may be the tipping point for a marketing trend back to US based value selling.
In the very short term the people who buy from this company may notice the label but, as always, I feel that conveying a positive marketing message is preferable to a negative one. I have always believed strongly in COOL and transparency; the current anti-China feelings will subside as people resume their normal hurried and harassed style of shopping. They won’t remember, for more than a few more minutes, why NOT made in China matters. And reminding them will be bad for everyone in all sorts of economic and political ways, long and short term.
Many consumers are focused on the issues and recalls experienced recently with tainted Chinese products. I think that “China-Free” will resonate with pet food consumers in particular. Our consumer relations department is fielding calls daily from consumers concerned about the potential for Chinese ingredients in our Midwest grown canned tomatoes. Manufacturers with a high amount of imported ingredients and participants in the categories that have suffered the greatest amount of recalls should consider including “China-Free” on their labels to address these consumer concerns.
I think that “China-Free” will achieve some measure of brand awareness and trial for the Health International products which is what they should be focused on anyway (this isn’t Coke, Xerox, or Kleenex). Long term loyalty will have to be attained the old fashioned way by providing the proper price/quality ratio to the consumer and sustaining their brand equity through marketing. I couldn’t imagine that they see this as a long term strategy for their brands.
I agree that it’s preferable to state where a product comes from, but that can get a bit complicated when there are a variety of ingredients or materials involved. Who’s to say that another label bearing the words, “Made in Turkey” or “Made in Indonesia” is better for consumers? A crisis can develop at any time.
And if a manufacturer chooses to use the term “China-Free,” they better be very sure it’s accurate and have clear traceability steps in place to prove it.