Building trust in food this World Health Day

KUALA LUMPUR, 7 April 2015 - PwC is marking World Health Day today by announcing the establishment of its global food supply and integrity services business to help food companies and governments tackle the world’s food security, safety and quality concerns.

Improving food safety is the theme of this year’s campaign by the World Health Organisation, which PwC says is a shared responsibility that needs confronting by industry and government to give people greater trust in their food. Macro-economic forces are threatening global food supply. Enhancing trust in food is a growing concern in a climate where public confidence has been rocked by food safety failures.

Soo Hoo Khoon Yean, Risk Assurance Services Leader, PwC Malaysia, says: “There is a tremendous opportunity for Malaysia to play a major role in championing food safety and integrity. This is in line with the government’s drive to develop Malaysia as a leader of the global Halal industry, a key initiative under the Economic Transformation Programme. The principles of equality and morality embedded in the Halal concept will be crucial in addressing the issue of public trust in the food industry.

“As a leading supplier of palm oil, a key ingredient used in many food and consumer products, Malaysia is well positioned to raise the bar in terms of food safety and quality in the industry. Trust in food is a key public health concern and a substantial risk for food companies and governments that get it wrong.

“Clearly, legislation only sets minimum standards. Customers expect food companies to go further in ensuring food is safe and of high quality. The challenge is to sell this value proposition to industry players as a real competitive advantage, focusing on food safety culture and going beyond mere compliance to improve standards.”

According to PwC’s report released today, Food trust: From compliance to competitive advantage, governments are growing their regulatory focus and increasing oversight and sanctions to try and improve food safety performance and protect their people.

In recent months consumers have been alarmed by a number of food safety concerns. Among the most high profile incidents globally was the alleged substitution of almond and peanut shells for cumin seeds; hepatitis A contamination fears from frozen berry products; and ‘eco-terrorists’ threatening to poison infant milk formula.

Josephine Phan, Senior Executive Director and Leader of Food Supply and Integrity Services, PwC Malaysia says: “The nature of today’s global and complex supply chains means a more strategic and innovative approach is needed by all parties. This is especially so in the wake of recent food integrity incidents in Malaysia that were widely discussed on social media.

“Food companies and governments are increasingly pressured to enhance trust and confidence in food safety and quality in response to consumers’ growing need for reassurance over food safety, security and integrity.

“Can we trust our food this World Health Day? PwC Malaysia urges and supports the change for a more coordinated approach between the government, the industry and the public to improve trust in the food we consume.”

PwC is offering its food supply and integrity services in China and New Zealand through a formalised Alliance model with the New Zealand Government owned food safety and biosecurity company AsureQuality.

At PwC Malaysia, our food supply and integrity services aims to address the urgent need for a fully integrated food trust assurance and consulting service to meet the needs of our clients.

ENDS