Dairibord In PR Fail As A New Image Of “Bad” Pfuko Emerge On Social Media.

Dairibord’s Pfuko incident has continued to dominate conversation in Zimbabwe’s social media circles today.

This follows Dairibord’s failed attempt at defending their manufacturing standards after an image of what appears to be cloth dangling from a unit of their popular Pfuko Maheu emerged.

Dairibord issued a press statement defending their manufacturing standards and said the incident a clear case of sabotage, but failed to back up this conclusion with concrete facts. Obviously, the defensive statement from Dairibord has not been received well with Tsungie Mubaiwa, the Facebook user whose mother bought the “adulterated” (in Dairibord’s own words) product and brought it to light, being at the forefront of criticising Dairibord’s statement. She had this to say about Dairibord’s statement and attitude.

Dairibord In PR Fail As A New Image Of “Bad” Pfuko Emerge On Social Media.

It is funny now that dairiboard is saying this is a clear case of sabotage. We want to support our local brands but people go on and short change their own customers. Why would we sabotage dairiboard. My mom had been a loyal customer for the past year. Why can’t we just accept something was done and accept responsibility. When they visited my mom yesterday they apologised and even asked if she wanted anything in compensation. A traumatised customer who may have a hard time drinking mahewu again for the rest of her is now being said to be sabotaging. We have chimombe in our fridge for crying out loud. I’m really saddened by this. Musabate vanhu rough its not right. For all we know it could be a disgruntled employees doing this. I guess every time a customer complains it is going to be sabotage. I really feel for those drinking the residue of the chikorobho. I wonder if they would be saying sabotage if my mom had gotten sick from this. We have a right to clean food for crying out loud.

This is a new image that emerged this morning. Could there be a problem at Dairibor’s plants or sabotage?

This is a new image that emerged this morning. Could there be a problem at Dairibor’s plants or sabotage?

No apology
The biggest problem with Dairibord’s statement was that it was highly defensive, choosing not to take any responsibility instead, loading their ISO certified processes which are not infallible by the way. Naturally, most of the criticism leveled against Dairibord is their failure to offer a public apology as summed up very well by Facebook user, Happison Nhimbe.

Dairibord’s Pfuko incident has continued to dominate conversation in Zimbabwe’s social media circles today.

This is not a way to handle this situation. As customers we do not care about the so called sabotage you are talking about above all you are implying that the customer lied to find chikorobho (cloth) which is totally wrong this is pathetic you need help. Apologise to customers affected and promise to investigate the issue before taking about sabotage. This concern customers health issues all production process has flaws.

Meanwhile, another image of some obscure substance coming out of Dairibord’s Pfuko has emerged on Facebook. The substance appears almost identical to the first image posted by Tsungi Mubaiwa on Monday. If more emerge, it could mean one of two things, either something wrong is happening at Dairibord or there could be some validity to their claim of sabotage. Whatever the case, this is their PR baby and they should do a better job of nursing it.