Fighting bad PR with ‘bolls of steel’

Cotton Incorporated's fight with the "Food Babe" brings positive social media response in important consumer arena.

Kim Kitchings says the staff at Cotton Incorporated decided they just weren’t going to take it any more when they read a blog that contained derogatory claims about cottonseed by an author who calls herself “The Food Babe.”

Kitchings, senior vice president for consumer marketing at Cotton Incorporated, said CI staff members tried to get Vani Deva Hari, who calls herself the Food Babe, to publish their response to comments that Kitchings says were “inaccurate at best” in her blog. But she refused.

So Cotton Incorporated took to its own social media outlets to call out the Food Babe’s comments. Those postings were noticed by Forbes.com, the magazine website, which posted an article about Cotton Incorporated taking on the Food Babe, in which it called the Food Babe a bully and referred to CI as having “bolls of steel.”

Because of the involvement of Forbes.com and other social media outlets, the fight was eventually seen by an estimated 630,000 persons, a much higher number than typically read Cotton Incorporated’s social media postings, as Kitchings explained in this video from her presentation at the March Cotton Incorporated Producer Tour at its headquarters in Cary, N.C.

For more on Cotton Incorporated’s work with cottonseed, visit http://WholeCottonseed.com.

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