Asertive Communication in the Food Industry: A Case Study on the Use of a Natural Beta-carotene Dye in Foods and Its Economic Impact

Abstract

Abstract Food safety has gained great importance in recent years. Food marketing has significantly influenced the eating habits of our society, which proves the importance of real-time and authentic communication. As a result of it, an urgent need has arisen in the food industry to find substitutes for additives that can potentially cause toxic or allergic reactions in humans. In addition, the so-called “functional foods” have introduced new trends in the demand and production of foods. One such trend has been the substitution of artificial colorants with beta-carotene – a natural colorant with a strong pigmenting power. However, many countries including Ecuador have still not been able to exploit this colorant at industrial levels as a total substitute for artificial colorants. Therefore, this analytical study concludes that an assertive communication is relevant for the industry, as investigated in this practical case.

Keywords

• communication, food industry, beta-carotene, economic impact.