After a series of quality incidents, Bright Dairy (600597) began to respond "faster". Over the weekend, Weibo users in Shanghai reported that a bottle of pure milk produced by Bright Dairy had been found floating blue solid particles in a local supermarket. After an investigation, Bright said the particles were from a plastic bottle cap caused by friction during processing.

"At first, I saw blue marks on the bottle and thought it was a stain on the surface. After a closer look, it was actually a lot of blue solid particles floating in the milk in the bottle." At around 1 am on the 19th, the above-mentioned netizens posted pictures of the "problematic milk" on Weibo.

The pictures showed a bottle of Bright milk numbered 20121017A03:10 (S) with blue particles floating in the milk near the top of the bottle, which closely matched the color of the product's blue cap, Guangzhou Daily reported. However, similar products near the bottle were found to be normal. Bright Dairy said it had monitored the situation. At 14:29 on the 19th, the company issued the first explanation through Weibo, saying that according to the investigation of the company's production department, consumers reported that the particles in 1.5L of pure fresh milk in plastic drum were produced by Shanghai Dairy Factory No. 4, and the production date was October 17, 2012. "At present, we have received two complaints from consumers with the same situation. We have contacted consumers at the first time to express our apologies and actively deal with them. We are investigating the cause of the blue particles." About two hours later, Guangming said that after further investigation and analysis, the cause has been identified, and it is the plastic bottle cap particles that were rubbed out during processing, and has now been adjusted. Weibo immediately apologised again. However, the statement did not say how many products were affected.

As Bright Dairy has been embroiled in a series of quality incidents from production to the cold chain in recent years, the company issued an open letter last month promising to set up a quality and safety inspection team headed by the company's president and carry out "comprehensive quality and safety inspections", including the implementation of a one-vote annual food safety review.

With the escalation of the power of online public opinion, a number of dairy companies are hoping to speak out through micro-blog. It is reported that Guangming said in the above open letter that it will carry out food safety training for all employees, and publish the company's official microblog along with its service and complaint hotline. Mengniu Dairy has also opened a "micro customer service", hoping to collect suggestions and complaints online as soon as possible.

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