Maple Leaf Foods Case Analysis Essay

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Maple Leaf Foods Case Analysis Essay

Maple Leaf Foods – Communication Strategy Analysis Post Crisis
Introduction to Maple Leaf Foods:
Maple Leaf Foods Inc. is a prominent food processing company headquartered in Toronto, Canada. Foods holds its motto as commitment to food safety, stating that its meat processing facilities are federally inspected and meet the highest standard for food safety. Its major business is processed pork and includes brands such as Squirrel peanut butter and Black Diamond cheese. In the year 2008, its employee base was 24000 and recorded sales of $5.2billion.
Details of Product Crisis:
In 2008, the Canadian Food Inspection Agency and Public Health Agency of Canada identified a strain of L. monocytogenes (listeria) in MapleLeaf Foods products. Consumption …show more content…
Unconditional apology and unequivocal responsibility was offered by president- Michael McCain. The company released backgrounders, fact sheets and FAQ documents demonstrating care for its key stakeholders. It also released an apology video, empathizing with the affected customers. * Commitment: Displayed commitment by initiating a widespread recall and well-publicized sanitations of affected plant. Communicated details about the bacteria, post-contact information both online and through traditional media sources. The company assembled a consortium of industry leading food safety experts to advice on operational

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