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White Papers

A 19-page white paper on the food industry, public affairs and the EC
for Kraft General Foods

As the European Community struggles to lay the massive framework for full economic integration in 1992, Kraft General Foods has two central challenges.

FIRST, it must address an unprecedented array of Product Related Issues bound closely to regulatory changes made by the European Community as a whole and individual Member States modifying their laws to harmonize with EC directives.

SECOND, it must respond to both problems and opportunities associated with the dominant issue of the 1990s: concern for the Environment and the greening of consumerism.

Product Related Issues, partly through the mechanism of the EC, will apply universally from one country to another almost without exception. On Environmental matters, however, there will be a wide disparity. In some countries, green groups demands will dominate headlines and legislative agendas. In other countries, economic development will continue to be the premier issue, with the green wave occupying a very narrow band on national spectrums.

The first portion of this report on Product Related Issues presents an overview, delineating the main areas of concern with minimal reference to countries. The second portion, on the narrower subject of Environmental matters, will zero in on a wide range of attitudes from country to country that require a multifaceted public affairs program to meet varied needs.

Clearly, change in Europe is so enormous in scope few companies, institutions, or government officials can draw an accurate picture of its dimensions or fathom all its implications. The company that can acquire an in-depth understanding of these issues can achieve a high degree of influence shaping policy and capitalizing on change.

Sections: food scares, listeria, BST in milk, irradiated foods, additives, food coloring, sugar, dietetic foods, fiber and fat, materials in contact with foodstuffs, presticide residues, quick frozen foods issue,packaging, labeling, advertising, environment, summary of marketing implications.

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