Campbell’s ranked first in the Reputation Institute’s annual US RepTrak 100 ratings. Kellogg’s ranked fifth, Hershey’s sixth, and J.M. Smucker’s eighth. Amazon ranked tenth, falling from the No. 2 spot in 2017. The survey quantifies the emotional bond stakeholders have with more than 880 companies and how these connections drive supportive behavior like the willingness to purchase a company’s products, recommend the brand, invest or work for the company.
Campbell’s, Kellogg’s and J.M. Smucker’s all entered the top 10 this year for the first time.
Other food companies that were in the top 40 included General Mills at 11, Costco at 19, Dole at 32, Kraft Heinz at 34 and Dean Foods at 38.
For the full story, go to this week’s Food Institute Report.