The Frosta PR boss explains the lower content on Linkedin with rising prices: “In the middle of last year we had to reduce the quantity of some herbs. […] The costs of growing herbs in our fields in Rhineland-Palatinate have become extremely expensive. Unfortunately, the reason is climate change. […] Herbs like this are very sensitive to the weather. That’s why, unfortunately, there was no other way.”
Also read: Why it’s not just the bar of chocolate that will soon become more expensive
Bernbacher uses a trick. PR consultant Amireh says: “Frosta shifts responsibility to the meta level. Because it is of course a business decision to adjust your prices or the content.” Frosta cleverly mentioned climate change and also presented itself as a company that is interested in ecology.