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MNB has initiated a new sponsorship tier that, as I've pointed out here in the past, reflects what I think is a new approach to the topic - I've decided that I really want to forge sustained relationships with companies that have value propositions and missions in which I believe and that, in turn, believe in MNB's value proposition and mission.  My goal is to not just provide a forum for these "Charter Sponsors," but also commit to helping them grow their businesses in a variety of ways.  In other words, it ain't just about banner and tile ads.  It is about moving the needle forward in terms of innovation and, ultimately, service to the shopper.

I am happy to announce this morning that Recall InfoLink has joined the MNB family as a charter sponsor.

Recalls are a reality in the food industry that almost always highlight a problem somewhere in the system.  Equally important, recalls have the potential to damage a brand, because they threaten consumer trust - and if there is something that has been a consistent message here on MNB over the past two decades, it is the importance of trust in maintaining a company's brand equity and value proposition.

Which is why I think Recall InfoLink is so in-synch with MNB on this subject.  They've created an easy and effective automated solution - with a system built on the industry-standard GS1 data set - allowing businesses to competently and confidently handle recalls in a way that instills confidence rather than eroding it.  That offers the kind of peace of mind that is priceless because you know that your brand and shoppers are protected.

That's a great fit - and why I'm thrilled to welcome Recall InfoLink to the MNB family.