I read recently that Fonterra CEO Theo Spierings plans to spend $600 million on the company's consumer brands in China in the next three years.
This is because Fonterra obviously needs to do some work there to build consumer confidence. In a matter of minutes it went from a trusted company to the face of a safety scare.
This is not only important for Fonterra, it is also about New Zealand's image for future export earnings.
We have some of the best and safest food products in the world and efforts will be made to continue to communicate that message.
For Fonterra, the botulism scare was obviously going to be big news, big cost, and in need of a big budget for a big fix. But there are lessons for other businesses.