Has Paula Deen Tarnished her Brand?

Last week Paula Deen, famous Southern Cooking expert for the Food Network, announced that she has Type 2 Diabetes, and that she has had it for almost three years!  She also announced her new website, Diabetes in a New Light, that is sponsored by Novo Nordisk, a pharmaceutical company that makes the diabetes drug, Victoza, and who pays Deen to be a spokesperson for said diabetes drug.

After these annoucements she proceeded to promote her son’s new show that takes her recipes and cooks them in a more healthy way!

I take issue with Paula Deen not announcing her diabetes sooner, and leading her faithful followers on a path to better health…and striking a deal with a pharmaceutical company to profit from her health issues that is unconscionable. I have always thought that Paula Deen was such a jovial chef when seeing her make guest appearances on other cooking shows so its disappointing to see a celebrity make such bad decisions.  I think Anthony Bourdain’s tweet says it all “Thinking of getting into the leg-breaking business, so I can profitably sell crutches later.” –Anthony Bourdain on Twitter. 

I think there is plenty of room for celebrities to profit from their brand but there needs to be a limit.  The timing of this announcement seems managed and planned for some time.   Diabetes affects 25.8 million people of all ages
8.3 percent of the U.S. population (from the NDIC), and drugs are not the cure – education, exercise and better eating habits can solve a lot of the issues.

In my humble opinion, YES, Paula Deen has tarnished her brand, and if I was (which I’m not) a fan of Paula Deen I’d be questioning her egregious capitalistic ways.  A consumer has to believe in and trust a brand that they support, Brand Promise 101.  Would you trust and believe in Paula Deen after last week?  I know I wouldn’t.  Thoughts?
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Suz

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