We’ve consistently lauded Maple Leaf Meats for its handling of the aftermath of the listeria outbreak, and another chapter was well handled this week when the company announced a $27 million settlement with those who had filed a class action suit. There’s the legal side of the proceedings, but there’s also the optical side – and not having a protracted battle in the court of law is a real bonus in the court of public opinion. So the quick settlement, combined with a return to the airwaves by Maple Leaf CEO Michael McCain, touting the changes put in place since the outbreak and his company’s ongoing commitment to food safety, is the latest chapter in a case-study textbook on excellent crisis communications.
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