In John Foraker Swings, Misses, Rebecca Blood writes about how her opinion of the Annie’s brand dropped because of how CEO John Foraker misled readers about how the nutritional contents of Annie’s Mac & Cheese compares to Kraft’s Macaroni and Cheese.

Blood argues, and rightly so, that Foraker needs someone to help him with the concept of transparency. Even if you let/encourage/support someone higher up in the food chain in joining the conversation on blogs, it does not mean they will necessarily be able to do so without getting a little cheese sauce on their shirts now and then.

Still, I have to agree with Rebecca — this mistake in communication is really disappointing. I, too, would have expected more. It’s as if we expect natural food suppliers to communicate/compete on a different standard than traditional companies. When they don’t, it seems as if it is a more elemental breech of the consumer’s trust.