Olam, an agricultural corporation from Singapore, had acquired the assets of many failing food companies within the the Central Valley. They planned to move to Fresno, and make the Central Valley their new Global Headquarters for Spices, Vegetables and Ingredients.
A negative public opinion was forming about Olam before they even arrived to set up shop. There was a misconception that companies from Singapore had the same poor quality production that China has a reputation for. This couldn’t be farther from the truth.
There was also a fear that the company was going to take over and many people were going to lose their jobs. Olam actually planned to save the jobs of all the failed companies’ employees. They also planned to create 3,500 new jobs in CA and the Western United States.
Carter & Co Communications understood the benefits of having a large corporation like Olam settling to the Central Valley. They also had the insight necessary to help the public see why their move would be highly beneficial for our community and should be welcomed. They knew in order for Olam to be embraced by the local opinion that the public needed to see them as one of us.
An extensive Press Kit was created. Every department manager of all 13 aquired locations was interviewed, where local employees faces and stories were told. These once separate, failing companies were transformed into a unified organization as the people they represented were celebrated for their hard work and passion. They all became the new face of Olam.
A Grand Opening Event and reception was beautifully executed. Hand delivered invitations went out to the Mayor and other public officials, as well as potential new business connections. It’s was the largest event of it’s kind that has taken place in the Central Valley and the media arrived in full force. About 500 people were in attendance.
Gift boxes were given to every guest chocked full of the the products that Olam produced. There was also a celebration at every offsite location with cake and other refreshments so that all the company’s employees could participate as well.
Not only was negative public opinion extinguished, but the local community welcomed Olam as Heroes in the areas of agriculture and economic development for our region. Brand awareness was created. Today Olam is the largest and most successful Agricultural Firm in the Central Valley.
Crisis Management / Media Relations / Strategic Counsel / Branding
Media Press Release / Event Planning
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