Abstarct: Powerful marketing plays a vital role in the success of the business. Many executives agree that, beyond the controllable elements of marketing, there is an undercurrent of public opinion about the company and their products in circulation. The public opinion form different perspectives. Some are fans who are happy and advocate of the organization and its products, and unfortunately, some others are opponents who seek to undermine the organization and its products, spreading negative information. Both kind of wom, constantly bombard the customers and the general public strongly. The impact of word of mouth advertising increases, enhances or distorts the public's understanding of companies, products, and brands. However, there is an immense and growing interest both in business groups and universities to evaluate the effect of word of mouth on organizational performance, Current information about how organizations manage their wom, or what is the best way to do so is realy scarce. Using Grounded Theory This study attempts to present an efficient model for management of wom flow in Iran’s food industry. In carrying out the research, 23 marketing executives from the same number of companies, active in the field of food industry, were interviewed. The majority of these people in addition to a long history in marketing management in companies operating in the food industry, had higher education related to this field as well. 18 The first of these interviews was used to design and provide the model. By observing the theoretical saturation, five other interviews were conducted to verify the theoretical saturation. The result is a model of 9 stages, taking into account all the components and elements of the company, it manages the wom to realize organizational goal. Although the results approved the key role of marketing department in wom flow management, they stipulate that the marketing department is not only responsible unit for management of wom and to do so, the coordination and cooperation of all units and staff is needed.