Blue Bell works to keep customers' trust after latest recall

Blue Bell Ice Cream has once again found itself in the headlines over Listeria concerns but experts say the way the company has handled the latest recall is keeping its fan loyal.

It’s a beloved brand that so many people in Texas grew up on.

Blue Bell Ice Cream has once again found itself in the headlines over Listeria concerns.

The Brenham-based ice cream company said it issued the voluntary recall of two different flavors of cookie dough ice cream out an “abundance of caution.”

The recall affects ten southern states not including Texas. Blue Bell is blaming a third party supplier for the potential contamination.

The nation’s fourth largest ice cream producer has been working hard to regain the trust of customers after last year’s deadly multi-state Listeria outbreak.

The company remains under federal investigation from the 2015 recall that sickened 10 people across four states.

Partha Krishnamurthy, a University of Houston business professor, said Blue Bell appears to be using this latest recall as an opportunity to show customers it cares about their welfare.

“I think the 2015 perception was that the firm was not proactive. At least now, the firm is being proactive,” he said.

Krishnamurthy points out that Blue Bell discovered the potential contamination itself this time around through internal testing.

Blue Bell went on to issue the voluntarily recall with no illnesses reported.

The company has also been keeping an active presence on social media by interacting with concerned customers.

“For every comment expressing concern, there was an active response from Blue Bell, which I thought, was a good thing to do,” added Krishnamurthy.

Blue Bell is still sorting through the financial ramifications of last year’s massive recall that temporarily shut down operations.

This past July it agreed to pay $175,000 to the state of Texas.

Another $675,000 is also being held from the company in the event that it fails to meet food and safety requirements in the coming 18 months.


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