The Response

The Nabisco corporation has since sent a response to me regarding my complaint of their horrendous packaging of their Swiss Cheese crackers. I was a little disappointed by this response for a number of reasons, most notably the fact that they didn't even get the kind of crackers I was complaining about correct. It looks like poor Big Wheat Thins is going to take the fall for the Swiss Cheese crackers' problems.

Another point is that my complaint had nothing to do with me just "not liking" their packaging, as if it was their color coordination on the box that made me ornery. No, it was because I couldn't get the damn things open.

I'll keep Nabisco's thought-provoking response (insert Consumer Advocate sarcasm here) in mind the next time I'm in the cracker/cookie aisle of my favorite supermarket, and I hope you think of it too. Perhaps Keebler or Pepperidge Farm is more deserving of my hard-earned greenbacks.

Dear Mr. Michael W.,

I was sorry to learn about your disappointment with the way we package Big WHEAT THINS Snack Crackers. I appreciate the fact that you took a minute to contact us because we value the thoughts and opinions of our consumers.

We have a strong commitment to deliver high quality food items as well as develop the best possible packaging to suit specific requirements. Of course the primary function of our packaging is to protect the product. But, we also try to select materials, colors and designs that our consumers will find appealing, convenient and easy to use.

We're continually looking for new ways to improve existing packaging as well as come up with new packaging ideas. Our goal is to deliver better and more economical ways of containing, protecting, transporting and storing our wide variety of products. We'd sure like to please all our consumers all of the time, but as you can imagine, that can be hard to do. I can't guarantee you'll always like our packaging, but I hope you'll keep in mind that we're always trying to improve.

I'm glad you shared your thoughts with me. I've passed your comments on to others within the company because I know they'll be interested in hearing your opinions, too.

Sincerely,
Kim McMiller
Consumer Resource Manager