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Last week, we looked at research related to the value drinkers place on locality and how it impacts their connection to what they consume. There’s clearly importance on what shoppers deem “local” to them.
There can also be consequences if that trust is shaken.
In late 2018, news broke that Tracy Evans, a former employee at Michigan’s Founders Brewing Company, filed a racial discrimination lawsuit against the business. He claimed he was passed over for promotions, exposed to a toxic culture of racism, and ultimately fired for seeking help from Human Resources. Founders vigorously defended itself in the lawsuit and the court of public opinion, eventually agreeing to an undisclosed settlement with Evans.
But that left a lingering question: would the controversy hurt Founders’ bottom line amid national attention? Sign up to read more.
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