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Food safety has gained great importance in recent years. Food marketing has significantly influenced the eating habits of our society, which proves the importance of real-time and authentic communication. As a result of it, an urgent need has arisen in the food industry to find substitutes for additives that can potentially cause toxic or allergic reactions in humans. In addition, the so-called “functional foods” have introduced new trends in the demand and production of foods. One such trend has been the substitution of artificial colorants with beta-carotene – a natural colorant with a strong pigmenting power. However, many countries including Ecuador have still not been able to exploit this colorant at industrial levels as a total substitute for artificial colorants. Therefore, this analytical study concludes that an assertive communication is relevant for the industry, as investigated in this practical case. Keywords: communication, food industry, beta-carotene, economic impact. RESUMEN La seguridad alimenticia en los últimos años ha marcado gran importancia dentro de esta industria, el marketing ha influenciado notablemente en el estilo alimenticio de la sociedad, la comunicación real y adecuada en el momento exacto es lo que hace falta y de ahí nace la necesidad de encontrar sustitutos para algunos aditivos que han sido potencialmente tóxicos o alérgenos en el ser humano, sumado a esto que los alimentos funcionales marcan nuevas tendencias de demanda y producción, entre ellos los que tienen propiedades antioxidantes como es el caso del betacaroteno, un colorante natural que posee un notorio poder pigméntate que sin embargo no ha podido ser explotado a niveles industriales como sustituto total de colorantes artificiales, en diferentes partes del mundo incluido Ecuador, la presente investigación se realiza de forma analítica, concluyendo que es relevante una asertiva comunicación para la industria como lo investigado dentro de este caso práctico. Palabras Clave: comunicación, industria alimentaria, beta-caroteno, impacto económico.

Asertive Communication in the Food Industry: A Case Study on the Use of a Natural Beta-carotene Dye in Foods and Its Economic Impact