8. AgroFresh's Media Strategy

SmartFresh Quality System has been approved by food authorities in over 46 countries as safe; it leaves no detectable residues neither in the fruits, nor in the environment.

However, SmartFresh remains for non-expert audiences, a "chemical added to fruits" , a "post-harvest treatment" : as such, it is a controversial product.

Non-expert audiences ( broader public journalists, consumers etc.) have a hard time understanding why SmartFresh is used.

Agri-chemical companies have a tarnished image and journalists tend to refuse any explanations: they consider it "PR-driven" ; any facts and scientific figures that companies provide are often dismissed as "manipulated".

As a result, journalists tend rather to showcase "organic defenders" as more credible.

Transparency and Cooperation :

• AgroFresh ALWAYS provides verifiable, fact-based, documented information in response to every media request.
• However, participation in location filming and direct interviews are dealt with on a case-to-case basis – depending on the profile of the journalist, his former work and approach to modern food technologies and the general angle of the media outlet.

But we do not call for or seek pro-actively general public media attention : we try to reduce general public exposure as much as we can, to avoid the snowballing into a major media crisis ( and / or social media hate campaign).

Explain that you are not the representative of AgroFresh and that you are not in charge of media requests.

Take note of his name, media outlet and phone number / e-mail and assure him that you will transmit the message : an AgroFresh representative will get in contact with him.

Refuse politely to reply to any questions about AgroFresh's products: "It is not up to me to respond. I cannot respond on behalf of AgroFresh."

DO NOT GET TRAPPED!

Please always keep in mind that journalists know very well that companies have press relations manager in charge of responding to them, but by contacting you about SmartFresh, they try to circumvent the official spokesperson and get MORE unofficial information.

EVERYBODY has the right to protect his image in Europe :

• Make it clear that you wish NOT to be filmed or recorded.
• A film production that is based on ethical journalism would immediately refrain from filming you.
• Unethical journalism will have to hide your appearance and change your voice but try to continue to record your words.
• Stay calm.
• If asked for the reasons of your refusal, simply say that you cannot speak or show anything on behalf of AgoFresh. SmartFresh is AgroFresh's product.
• You do not need to say more !

Reasons :

Showing an application would highlight and UNDERLINE the chemical character and automatically allow for more airtime on TV. The result is more visibility for SmartFresh throughout the whole story.

• More visibility means more consumer attention, more retail attention and a higher risk for follow-up stories and increased comments on the web.
• The result is consumer concern and misunderstanding that can translate into retail concern and refusal.

We kindly ask you to respect these guide-lines. Ultimately, AgroFresh's business interests are YOUR business interests !

Thank you for your cooperation and understanding.