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.