1. What is your public statement and communication tone?
Zestify Official Statement on Mango Mingle
To our valued community,
We would want to begin by addressing the misgivings expressed by our esteemed community
regarding our most recent product, Mango Mingle, and the confusion it may have caused.
We always wanted to make a drink that brought back the flavour of mango nostalgia while
adding a contemporary, health-conscious twist. We accomplished this by using responsibly
sourced real mango pulp in addition to nutrient-enhancing ingredients that aid in lowering the
drink's inherent sugar level and improving its nutritional profile. For the current generation, we
want to develop a novel, sustainable, and healthier beverage.
However, we acknowledge that our communication and marketing may have come across as
deceptive, particularly when using terms like "The King of Fruits Meets Pop Culture" and a
product label that said "Mango Type Flavour." We truly apologise for this. Customer trust
should never be sacrificed for our desire to be audacious and unique. This is a serious time for
us, and we're determined to convey our product stories more openly in the future. We could have
been more explicit from the beginning about the fact that we improved Mango Mingle by using
both real mango pulp and carefully chosen additions.
We appreciate your accountability. You are heard. We're also making adjustments.
With sincerity,
Team Zestify
2. What steps will you take regarding the farmer collective that was
misinformed?
I. Issue a Formal Apology and Clarify Intent:-
We will formally apologize to the farmer collective, acknowledging the lack
of transparency regarding how the mango pulp would be used.
We’ll hold a direct dialogue with collective leaders to explain our product
formulation and where the misunderstanding occurred.
II. Offer Transparent Partnership Agreements:-
Moving forward, all sourcing contracts will clearly outline product usage
details, especially if ingredients are used in processed or blended forms.
We will involve farmer representatives in quarterly supply chain briefings to
ensure transparency.
III. Public Recognition:-
We'll highlight the farmers’ role through social media spotlights, on-package
stories, and possibly a mini-docuseries to share their journey and restore
public respect for their role in Zestify’s supply chain.1. Issue a Formal
Apology and Clarify Intent
We will formally apologize to the farmer collective, acknowledging the lack
of transparency regarding how the mango pulp would be used.
3. How will you manage internal disagreement across legal, marketing,
product development, and sustainability teams?
I. Organize a cross-departmental meeting to allow each team (legal, marketing,
product development, and sustainability) to voice their perspectives and
concerns. Encourage a culture of respect and collaboration.
II. Remind all teams of the overarching goal: to protect the brand's
reputation while ensuring consumer trust and satisfaction.
Emphasize the importance of aligning on a unified strategy moving
forward.
III. Assess the internal proposals (limited-edition “Real Mango Mingle” and
rebranding as “Mango-ish”) based on consumer feedback, market trends,
and potential impact on brand perception. Consider conducting a quick
survey or focus group to gauge consumer sentiment on these ideas.
IV. Create a decision-making framework that weighs the potential benefits and
risks of each proposal. Involve representatives from each team in the
evaluation process to ensure all perspectives are considered.
V. Form a dedicated crisis task force comprising representatives from each
department. This team will be responsible for coordinating responses and
ensuring that all voices are heard in the decision-making process.
VI. Encourage team leaders to take ownership of their departments' contributions
while fostering a collaborative environment. Empower them to make
decisions within their areas of expertise while aligning with the overall crisis
strategy.
VII. Keep a record of decisions made and the rationale behind them. This
documentation can serve as a reference for future discussions and help
maintain accountability across teams.
