When a leading quick service restaurant rethinks its position on antibiotic-use (and rearranges the acronym accordingly) it’s worth thoughtful consideration about why they’re doing it. It’s also a great time to consider one of the most important features of any brand: the Onlyness statement.
An acronym by any other letters. Recently, Chick-fil-A announced a shift within its supply chain from a No Antibiotics Ever (NAE) policy to a No Antibiotics Important to Human Medicine (NAIHM) position.
What’s the difference between the two (besides the letters)? While the NAE position is somewhat self-explanatory, the NAIHM stance reasons that antibiotics are sometimes the best treatment option for sick animals.
To their thinking, what’s most important to consumers and the public welfare is the types of antibiotics used and how they’re administered. For example, they restrict options that pose resistance concerns with human medicines and set strict rules for withdrawal periods and other use protocols to ensure antibiotics aren’t still in an animal’s system when harvested.
What’s arguably most interesting about the NAE-NAIHM divide: Perdue is sticking with an NAE position. They were one of the first to take it—and they clearly feel that they can continue to deliver on that differentiation.
Enough about chickens, let’s talk about your brand.
Branding matters—and the surest way to take control of everything your brand stands for, own your lane and stay true to your core beliefs as an organization is to align everyone in a disciplined way. Our Brand Camps include activities that help clearly define your brand’s “Onlyness” and articulate that differentiation in a compelling way.
Interested in learning more about taking your branding to the next level? We’re ready, willing and eager to help.
C.O.nxt Insight.
Our team of subject matter experts focuses on food and agriculture—farm field to processing to entrée on a plate. We can help you build a new brand, protect an old one or target customers to foster sales. Let’s talk when the time is right to handle your next strategic marketing and communications challenge: Marcy Tessmann, marcy@co-nxt.com.
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Marcy Tessmann Named 2025 Wisconsin Titan 100
HARTLAND, Wis. (October 30, 2024)—Charleston Orwig, a collective, excitedly shares its president and CEO, Marcy Tessmann, has been named a 2025 Wisconsin Titan 100 by The Titan 100 program.
