Today

As a result of the incidents of 2008, the federal government implemented stricter guidelines for the food industry. Provinces were given greater roles, especially when it came to provincial labs doing molecular fingerprinting of strains, rather than relying and waiting on federal labs. Health inspectors are required to do more rigorous inspections of food processing companies and the overall hygiene of the facilities. All together there were 57 new strategies implemented to keep the public safe from future disasters.

Maple Leaf Foods has had a jump in profit in 2013. Their stock has climbed 10 percent so far this year, with earnings rising 91.3 million from last year. The company is concentrating on closing older facilities and modernizing others.

On a personal note Michael McCain who is said to have a net worth of 500 million dollars is required to pay his ex-wife $175,000 a month in spousal support.

The company and the CEO both seem to be doing very well financially. It must be amazing to have that kind of money. I don’t know about you guys but I wouldn’t mind having a few of those millions. Still, no matter what kind of money we have happiness and family are the most important. I feel that if the people involved in the crisis, the people who lost loved ones, could choice money or family, the choice would be obvious.

 

References:

  Listeriosis outbreak timeline. (2009). CBC News. Retrieved from http://www.cbc.ca/news/story/2008/08/26/f-meat-recall=timeline.html

Maple Leaf Foods profit jumps as charges drop.(2013).Reuters. Retrieved from http://ca.reuters.com/article/businessNews/idCABRE91P0HD20130226

McInnis, F.(2013). Maple Leaf Foods CEO Michael McCain must pay $175,000 to his ex-wife every month.Retrieved from http://www.torontolife.com/daily/informer/my-name-is-lucre/2013/01/14/michael-mccain-divorce-spousal-support/ 

Working Together

Michael McCain was recognized as one of the 25 most Influential people in business.He was also called the “Canadian poster boy for crisis management and corporate responsibility.” The CEO was awarded this honor in 2008. This was the result of his ability to change a public health tragedy into a victory story. McCain humbly admits that the honor does not belong just to him. It is about the group and the obligation that we face together. Though he was the face of the organization, it was a team effort, a group of 23000 people working together and acting as a unit. In the 2009, consumers acknowledged Maple Leaf Foods pledge and granted them the Most Trusted Brand in packed meat in Reader’s Digest.

In business and in life reputation decides whether we survive or not. People and Business can only endure from adverse situations if they have a concrete reputation. The company will have to continuously work on their reputation. Recalls and broadcast of listeria in the news will not help them with their reputation but continuously monitoring and finding ways to re-establish capital will help their score.

The way a company or a person represents themselves and their company affects everything. As we seen in a previous post on Menu Foods reputation can result in staying in business and going out of business. Maple Leaf Foods with their solid reputation and dedication to improvement are still in business today.

References:

Guffey, M. R. (2011). Maple Leaf Foods - Rebounding From Tragedy. Business Communication. Toronto, ON: Nelson Education Ltd.

Lessons Learned

SEVEN TEACHINGS FROM MAPLE LEAF FOODS CRISIS

1. Use a noticeable representative: Maple Leaf Foods, president, Michael McCain spoke to the media and gave the company’s version of the story.

2. Apologize to the Public: McCain apologized for the tragedy in a video that was on TV and YouTube.

3. Take charge of the situation: When the link between Maple Leaf Foods and listeria was established, they immediately began to eliminate all 220 packed items made at affected plant.

4. Repair the problem: The Company worked with the Canadian Food Inspection Agency, Public Health Canada, and internal experts to regulate the specifics of the food safety protocols under which the facility could be reopened. They also worked with leading industry experts to consult and give guidance on physical and operational improvements.

5. Use suitable messaging: The Company has repeated the same sympathetic messages.

6. Be Constant: The company was constant in its messaging

7. Be Open: The Company recognised the situation and dealt with it  accordingly.

The way that Maple Leaf Foods dealt with the food crisis, admitting fault and accepting responsibility, saved both the brand and reputation of the company. By simply saying sorry we know it is our fault and we will take the necessary steps to fix it, they were able to stay in business and regain customer loyalty.

Maple Leaf Foods actions are the reason that I believe they are still in business to this day. Other businesses can learn from the following the example of the company. The company had a plan of action which they implied very well. As with many situations in life apologizing can help a situation immersely.


References:

Fleet. D.(2008). 7 Lessons from Maple Leaf Foods' Crisis Communications. Retrieved from http://davefleet.com/2008/08/7-lessons-from-maple-leaf-foods-crisis-communications/

Guffey, M. R. (2011). Maple Leaf Foods - Rebounding From Tragedy. Business Communication. Toronto, ON: Nelson Education Ltd.

Wilson, T.(2011).The bestb legal advice is often an apology.The Globe and Mail.