By Oster & Associates president Bev Oster

Being ready for every eventuality is part of running any business, but the probability of some sort of disaster in the produce industry is greater than it is for many others. We couldn’t be more aware of this right now as we face the results of Hurricane Patricia in the Pacific and its devastation to the west coast of Mexico.

Having caught a plane from Guadalajara to San Diego on Wednesday, while it was all just a whisper in the middle of the ocean, I can feel personally fortunate and emotionally devastated by what I see happening to our friends in Mexico.

Preparing for disasters means many different things. In the drought-stricken Western U.S., it means learning from previous years about the most efficient irrigation possibilities, planting crops that are less susceptible to droughts, and timing production in hope of working around the hottest and driest months of the year.

In California alone, approximately 564,000 acres were fallowed because of the drought, resulting in a state-wide reduction in crop farm gross revenue of about $856 million. Approximately 18,600 full-time, part-time and seasonal jobs were lost once multiplier effects are included. The total economic loss to agriculture is estimated to be $2.7 billion.

Beyond preparing for disaster from an operational standpoint comes the need for crisis communication.Whether it is a drought, a storm or an outbreak of disease, it is important to look at what the communication will be to the public, the media and your customers. All too often companies’ or public figures’ images topple in the wake of a tragedy due to poor preparation and improper handling of the situation.

Since learning from other industries is important, let’s look at a recent crisis of a client of ours and how we helped provide the right responses when the need arose. In the wake of the May 2015 firestorms and in the midst of a drought, Armstrong Garden Centers saw an opportunity to educate consumers on fire abatement techniques.

Because wildfires are unpredictable, it was important that a plan be in place for when the weather changed and fires were likely to rapidly generate. We prepared a press release and distribution list in advance and, when wildfire conditions arrived, the release was sent, resulting in multiple news stories aimed at protecting consumers’ property before wildfires begin.

And in our own industry, our long-time client Organics Unlimited felt the need for crisis planning because of unforeseen natural disasters around the world. With so many catastrophic events occurring, Organics Unlimited wanted to create a way to help the communities near its organic banana farms recover if a disaster should strike.

We created a designated sub-fund within the GROW program that can be used in multiple stages of disaster relief, such as immediate response – providing food, water and medical treatment quickly after a catastrophe – or long-term, such as rebuilding schools and homes. The fund has the capabilities to receive additional disaster funding from interested customers, in addition to the funds it garners from GROW purchases.

The disaster relief fund allows Organics Unlimited to take immediate action in the aftermath of a natural disaster, such as Hurricane Patricia, which very recently affected the banana farms of Organics Unlimited and the surrounding areas.

During Hurricane Patricia, our team quickly sent communication to the media and all Organics Unlimited customers about the status of the storm, what it would mean to them and the need for patience in aftermath clean up.

Communication is a very large part of recovering from a disaster. Having a plan in effect prior to the disaster, whatever it turns out to be, helps that communication be more forthcoming. The keys to good crisis communication are preparation, transparency and outreach. Any attempt to circumvent communication with customers, the media or the public is perceived as an attempt to cover up the situation. Be open, be honest and be reassuring in time of disaster and your efforts will be recognized and rewarded.

www.freshfruitportal.com