On August 5th New Zealand’s Fonterra Company was reported three batches of dairy which contained clostridium botulinum bacteria went to Chinese market because of dirty pipe used in the factory. As the world leading diary producer, it ruins good reputations for high quality food and the slogan “100% pure New Zealand ”.

According to the news from the Economist, Fonterra’s scandal was really detrimental because bacteria in the whey named clostridium, linked to botulism can lead to plenty of diseases such as “Symptoms include nausea, vomiting and diarrhea” It will have a long-term impact for their company to regulate themselves and they not only need to recall all the dairy product from the market all over the world but also need to response effectively to the consumers. Moreover, this scandal will change the brand proposition, people will not willing to rank diary factories in New Zealand the leading one anymore and it is quite difficult to erase this world-wide negative news from their mind. Since the demand decrease, exporters will not import goods which make no profit for them.

References：
“New Zealand Dairy Giant Issues Global Botulism Alert.” ABC News. N.p., 3 Aug. 2013. Web. 10 Oct. 2013. <http://www.abc.net.au/news/2013-08-03/new-zealand-dairy-giant-issues-global-botulism-alert/4863344>.

Tajitsu, Naomi, and Adam Jourdan. “Scare or No Scare, Customers Have Little Choice but Fonterra.” Reuters. Thomson Reuters, 29 Aug. 2013. Web. 03 Oct. 2013.<http://www.reuters.com/article/2013/08/29/us-newzealand-milk-fonterra-idUSBRE97S16720130829>.