Path to effective communication difficult but rewarding

In view of ever-changing disease prevention guidance, effective communication during the COVID-19 pandemic was needed more than ever before.

However, produce operators found the task was not easy.

How have companies succeeded, and how did they struggle, with their communication efforts during the pandemic?

In a four-part series, The Packer and Equitable Food Initiative are partnering to ensure that the lessons that helped agricultural businesses survive COVID-19 in the past year are widely shared within the industry to ensure its future growth and success.

The EFI survey polled more than 50 produce operators, mostly on the supply side, about their experiences during the pandemic year of 2020.

This week, the Packer/EFI survey results look at the way produce operators tackled communication needs in navigating the COVID pandemic, and what that may mean for next big challenge.

Degree of difficulty

The survey found that communicating and gaining employee understanding of safety measures during the pandemic scored a difficulty rating of 3.62 (1 being least difficult and 5 most difficult), a score that was only less difficult than “figuring out how to response timely at the beginning of the pandemic (4.54) and “fluctuations business due to changes in demand” (3.94). 

Communication and gaining employee understanding were more difficult than “accessing proper Personal Protection Equipment” (3.32) , absorbing extra costs associated with safety changes (3.24) and slowing down production to meet safety requirements (2.54).

Many of those surveyed by EFI said they leaned on mixed employee teams from all departments and levels of staff to give input for problem solving and safety related solutions for COVID-19 protocols.

The survey found respondents relied on these groups: (more than one answer allowed);

• Mixed employee teams from all departments and levels of staff: 50%;
• Management: 48%;
• HR department: 23%;
• No one group, we just addressed issues as they arose: 8%; and
• Other: 2%.

The survey found communication is the critical piece “when there are so many new rules and requirements, and you want your labor force to be informed and on board.”

Here are communications lessons learned, as shared by survey respondents:

• “Remain proactive; seek resources; create partnerships that you can reach out to and lean on. Communicate, communicate, communicate.”
• “Being open, clear, and consistent” is critical in getting through the COVID-19 pandemic, one respondent said.
• “The duration of the pandemic helped put new actions into place. There’s no doubt that we need moments of crisis to make significant changes.”
• “The camaraderie and teamwork that was exhibited by everyone at all levels of the organization was by far the most significant elements that helped us succeed.”
• “From what I can tell, all cases that were positive in our workplace did not come from or spread through the workplace. But had we had the plan we may have been able to communicate with our workers sooner and they may have been safer sooner.”
• “I wish we would have moved more of the shared files onto virtual, community accessible servers — such as Dropbox — so that team members could easily and quickly get to those documents without waiting on others.”
• “Communication, trust and proactivity” helped one respondent through the pandemic.
• “Organization and communication with vendors” are critical during the pandemic.
• “Communication with health officials and state/fed government officials to determine safe operating standards. Also, clear and open communication with our local community and members and shoppers about changing policies.”
• “Communication through digital channels.” 
• “Telephone skills being able to reach and communicate with potential and existing clients.”

Related links: 
Challenges loomed large at start of COVID-19

Survey shows communication critical to navigate COVID-19 crisis

Future of produce post-pandemic: Eat for health, protect workers

At the conclusion of the series, the results of the survey will be compiled in a white paper available for download. To sign up for the white paper, see this online form.