Why is Food Safety an Important Aspect of Your Brand Standards?
- Rayki Goh
- Jan 21
- 4 min read
Updated: Jan 28
Hey Geeks,
Food safety management is not just limited to food processing in factories or restaurant kitchens, as commonly perceived by the industry.
"Safe food is a fundamental requirement for any business."
I began 2025 by taking on new projects with LRQA, serving as an associate assessor for their retail and hospitality division. This freelance role involves auditing food safety, product quality, and brand standards for prominent brands like llaollao, Wingstop, Krispy Kreme, Dairy Queen, and McDonald’s. My heart was filled with joy and excitement as these are brands I have not yet had the opportunity to work with in my previous auditing career.
LRQA, a UK-based global leader in assurance, specialises in assessment, advisory, inspection, and cybersecurity services. Once part of Lloyd’s Register Group, LRQA became an independent entity after its acquisition by Goldman Sachs Asset Management. With operations in over 150 countries and a workforce of 5,000 professionals, LRQA supports more than 61,000 clients across compliance, supply chain, cybersecurity, and ESG risk management.
It’s encouraging to see the food retail sector prioritising food safety management, aiming to deliver safer, higher-quality products while maintaining brand standards.
Branding is often linked to elements like messaging, colours, logos, and overall aesthetics, including the appearance of stores or kiosks. It also encompasses customer service, ensuring staff are welcoming and detail-oriented.
In 2025, however, retail and hospitality businesses are taking branding to the next level by integrating food safety management, product quality, and consistent hygiene practices as essential components of their brand identity.
"A safe brand is a trusted brand, and trust is the foundation of long-term success."
For food retailers, providing safe, high-quality products should be a cornerstone of their brand values, ensuring that their mission and vision align with this goal.
From a consumer perspective, trust and loyalty are built on the consistent delivery of safe, high-quality food. Customers are unlikely to return if the food lacks quality or poses health risks, regardless of pricing.
Open servery counters and kiosks showcase meal preparation, offering transparency and enticing aromas. However, this design also demands strict hygiene practices, as customers observe food handling in real time. Any lapse can drive them away.
I recall visiting a fast-food kiosk where raw pork was being thawed in a bucket of running water, placed directly on the floor, with a hose in contact with the bucket. That single incident deterred me from ever returning, costing them not just an order but a loyal customer.
Today’s consumers are discerning and quick to reject practices that fail to reassure them, regardless of affordability.
If you have any questions or would like to talk more about our coaching, consulting, or auditing services, drop me an email at me@obsideonmedia.com.
Until next time~
Common FAQs
What is food safety, and why is it important for my brand?
Food safety refers to practices and protocols designed to prevent foodborne illnesses and contamination. It’s vital for protecting your customers’ health, maintaining trust, and upholding the reputation of your brand.
How does food safety impact my brand’s reputation?
A single incident of foodborne illness linked to your brand can damage your reputation, lead to negative publicity, and erode customer loyalty. Consistent food safety practices show that you prioritise customer well-being.
What role does food safety play in regulatory compliance?
Adhering to food safety standards helps your brand comply with local and international regulations. This reduces the risk of penalties, legal action, or the suspension of your business operations.
How can food safety improve customer trust?
Demonstrating high food safety standards signals that your brand values quality and safety, which helps build customer confidence and long-term loyalty.
What are the key elements of a food safety programme?
A robust food safety programme includes employee training, proper food handling and storage, regular sanitation of tools and surfaces, and compliance with regulatory standards like HACCP, ISO 22000, or FSSC 22000.
How does food safety affect profitability?
Ensuring food safety minimises product recalls, waste, and potential lawsuits, all of which can significantly impact your bottom line. Additionally, a reputation for quality and safety can attract more customers.
What are the risks of neglecting food safety?
Failing to prioritise food safety can lead to customer illnesses, legal liabilities, financial losses, and a tarnished brand image that may take years to rebuild.
How does food safety fit into my brand’s values?
Food safety reflects your commitment to quality, integrity, and care for your customers. It’s a tangible way to align with consumer expectations and ethical practices.
How can I incorporate food safety into my brand standards?
Integrate food safety into your employee training, quality control processes, and marketing communications. Make it clear to customers that safety is a non-negotiable part of your operations.
Are food safety certifications necessary for my brand?
Certifications such as HACCP, BRC, or ISO 22000 validate your commitment to food safety, making your brand more credible and competitive in the market.
What role does employee training play in food safety?
Employees are the frontline of food safety. Comprehensive training ensures they understand proper food handling, sanitation, and storage practices to uphold your brand’s standards.
Can food safety give my brand a competitive edge?
Yes, consumers increasingly value transparency and trust in food production. Highlighting your commitment to food safety can set you apart in a competitive market.
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