Maple Leaf Foods

Maple foliage provenders Communication Strategy Analysis pack Crisis Introduction to Maple Leaf Foods Maple Leaf Foods Inc. is a prominent nutriment processing society headquartered in Toronto, Canada. Foods holds its motto as payload to forage golosh, stating that its meat processing facilities are federally inspected and meet the highest standard for food safety. Its major business is processed porc and includes brands such as Squirrel peanut cover and Black Diamond cheese. In the year 2008, its employee base was 24000 and recorded sales of $5. 2billion. flesh out of Product CrisisIn 2008, the Canadian Food Inspection Agency and Public wellness Agency of Canada identified a contact of L. monocytogenes (listeria) in MapleLeaf Foods products. Consumption of food dirty with Listeria rushs a rare illness know as Listeriosis, the symptoms of which include fever, muscle aches and sometimes nausea and diarrhea. In the more unsafe form, symptoms also include collapse and shock. Causes bacteria were traced to the slicing equipment at Maple Leafs Bartor Road plant in Toronto. The unremitting sanitization had not cleaned the equipment properly al ruggeding the bacteria to grow to high levels of concentration that cause illness.The bacteria ended up in deli meats, which were largely distributed to nursing homes and hospitals. preserve The Listeria case impacted Maple Leaf Foods in the chase ways * Societal Impacts provide include public cost, medical cost, low productivity, foregone income, psychological impact, etc * Firm-level Impacts give include product recall, clean-up, reputation, tarnished brand image and pass by in share price * Industry-level Impacts will include loss of consumer confidence, fall in demand, loss of export access and slander to product to product category Post-crisis converse strategyThe communication strategy was choose as per Seymour and Moores 5Cs of communication framework, as explained below * Care Companys seni or management was completely comprehendible during the crisis. Unconditional apology and unequivocal certificate of indebtedness was offered by president- Michael McCain. The family released backgrounders, fact sheets and FAQ documents demonstrating assistance for its key stakeholders. It also released an apology video, empathizing with the alter customers. * Commitment Displayed commitment by initiating a widespread recall and well-publicized sanitations of affected plant.Communicated detail about the bacteria, post-contact information both online and by traditional media sources. The company assembled a pond of industry leading food safety experts to advice on operational enhancements. * Consistency and ropiness All messages were consistent assuring food safety and the well-being of its consumers. The company launched an outer company blog to maintain a direct and candid conversation with raise Canadians. McCain proved to be an ideal vox who clearly explained the compa nys grade as well as the actions the company enacted to remedy the situation. Clarity Came up with the following innovative media campaign-Passionate people, hot about food to restore their image. They repositioned themselves as the experts on Listeria and global leader in food safety. They also launched a bailiwick Listeria education and outreach program exploring the issues related to this illness. conclusion The companys 5 C communication framework helped recover consumer confidence. The post-crisis communication was open, effective and credible. Therefore effective communication plays a pivotal role in regaining consumer confidence.