On August 23, 2008, Maple Leaf Foods was faced with a horrible crisis when The Public Health Agency of Canada discovered that a listeria outbreak was directly connected to their meat products. The outbreak caused numerous deaths and illnesses among customers in provinces across Canada.
Immediately following the discovery, Maple Leaf Foods issued a news advisory on their website, stating that company president and CEO, Michael McCain, would be addressing the media regarding the issue, the next day, August 24, 2008. The company also announced a list of product recalls, which were updated frequently and posted on various public health websites. Officials from the Public Health Agency and the Canadian Food Inspection Agency and health Canada announced a technical briefing for the media to be held the following day as well. The Public Health Agency of Canada also issued an immediate new release on their website confirming the link between the listeria outbreak and Maple Leaf Foods.
All news stations across Canada followed the story and broadcasted updates regularly including; the current situation and number of listeria outbreaks, illnesses and deaths to date, product recalls and steps Maple Leaf were taking to control the crisis as well as their reactions and responses to the situation.
A news release was also posted on Maple Leaf Food’s website which recapped Michael McCain’s response to the outbreak during a press conference held that evening. In the news release, McCain states his sincerest sympathies for the illnesses, loss of life and tragedy of the situation. He continues to provide further information regarding product recalls and apologizes for failing to provide high quality, safe food. McCain states that their efforts will be guided by putting the customer first and that all measures will be taken to ensure the effective retrieval of affected products.
The Toronto plant, where the outbreak was said to have developed from, was quickly shut down. The company continued to update the public on the situation on a day-to-day basis and announced and posted expanded recalls of products. The company website contained updated information as well as media advisories, news releases, precautionary measures as well as statements on notification and product recall timeline.
From a communications and Public Relations standpoint, how do you think Maple Leaf initially reacted to the crisis situation?
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