A food recall usually ends much faster than the reputation crisis that often goes along with it. As food recalls dominate headlines, one lesson has become increasingly clear: consumers judge companies not only by whether an outbreak occurs, but by how well they respond. It’s an important point for organizations to consider, as consumer confidence is seemingly at an all-time low. 

Only 55% of Americans say they are confident in the safety of the U.S. food supply, the lowest recorded, according to a 2025 study by the International Food Information Council. However, 72% still trust the safety of the foods they personally purchase, which indicates consumers increasingly separate their preferred brands from the system as a whole 

That gap creates an opportunity for companies to distinguish themselves through transparent, credible action. 

Take Chipotle, which is once again navigating intense scrutiny over food safety. Following its 2015 food safety event, it invested heavily in strengthening its food safety systems, ingredient traceability, independent oversight, and crisis preparedness. Those investments appear to be shaping its response today as the company is once again in the headlines due to foodborne illness.  

Chipotle said health officials are investigating jalapenos served at its restaurants as a possible source of a salmonella outbreak in Minnesota.  

In response to the investigation, the company acted quickly to remove suspected ingredients, is cooperating with public health officials, and communicating that the action is precautionary while the investigation continues.  

The takeaway for communicators extends beyond the restaurant industry. Today’s environment demands organizations respond with speed, transparency, and humility, even before every fact is known. 

Consumers increasingly expect companies to demonstrate control of their supply chain, communicate proactively, and prioritize public safety over protecting their reputation. Those are the actions that will earn and keep consumer confidence and ultimately protect reputation. 
 
The question is not whether an organization can prevent every crisis. It’s whether it has built enough credibility to be believed when one happens.