Crisis Management

Maple Leaf Foods initially reacted to the crisis situation very efficiently and appropriately and continued to do so for many months later. During a crisis it is essential to respond to your public(s) and quickly as possible, provide them with as much information as possible, tell the truth and appoint a spokesperson for the company. Maple Leaf Foods did all of this and more in responding to the situation.

The company website was updated daily with news releases, media advisories and additional information regarding the crisis. Information on the website included; dates the president and CEO would speak to the media, the source of the outbreak, a product recall timeline and the status of the plant in which the outbreak occurred, including the delays of the plant reopening, the plant resuming production, start up protocols for the plant and new food and safety protocols.

President and CEO, Michael McCain, spoke to the media approximately five times within the first six weeks of the crisis and also created a video message apologizing for the situation and the impact it has had on numerous people.




A second video was created outlining the cleaning procedures in the plant and the testing that had been completed. Michael McCain states that they have determined the cause of the problem and have corrected it.




A third video was made that stated Maple Leaf’s action plan on food safety. McCain states that all products now available in stores meet or exceed the Canadian Food Inspection Agency and Health Canada requirements. He also explains that they are making major changes to become a world leader in food safety.




Maple Leaf Foods was highly visible since the beginning of the crisis through press conferences, television announcements, website updates, video messages and newspaper advertisements. Although the company could not change the outcome of the crisis, they apologized for the situation, demonstrated their concern for immediate response and action, and updated, tested and made major changes in safety procedures and protocols in order to prevent a similar crisis from occurring in the future. The company also promised never to forget the listeriosis outbreak.


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