Taco Bell Corporation: Public Perception and Brand Protection (B)
- ISBN-10
- 1526406500
- ISBN-13
- 9781526406507
- Category
- Corporate image
- Language
- English
- Published
- 2003
- Authors
- James S. O'Rourke, Jared T. Hall, Michael P. Viola
Description
Fears regarding the introduction of genetically modified foods into the commercial food market have grown steadily since the mid-1990s. In the autumn of 2000, Taco Bell Corporation found itself caught between Friends of the Earth, a not-for-profit environmental advocacy group, and Kraft Foods Corporation, a business partner that manufactured and marketed grocery store products under the Taco Bell brand name. When environmental advocates claimed that genetically modified corn had somehow found its way into Taco Bell corn tortillas manufactured by Kraft, both companies were faced with important accusations about food safety and threats to brand image.
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