Food Safety: Full Circle

1
Food Safety Full Circle

• McDonalds Restaurants
• BSE
• Dealing with Crisis

2
BSE - Dealing with Crisis

• May 20, 2003
• Was this a CRISIS ? Yes
• Was it time to PANIC ? - No

3
BSE - Dealing with Crisis What Had
We Learned

• No two countries have been impacted alike
• One functional group can not cope it must be
  full team
• You must show leadership in the time of crisis,
  but the decisions must be sound
• Can not lose consumer confidence
• Prepare for the next event

4
BSE - Dealing with Crisis What Did
Canada Do

• predictions can be dangerous prepare for the
  unexpected

5
BSE - Dealing with Crisis Prepare - Understand
the science

• Creation of BSE firewalls
• Scientific advisory council
• Enhanced safety of supply

6
BSE - Dealing with Crisis Prepare Create
Crisis Team

• Core crisis team cross functional
• Comprehensive crisis guidelines
• Communication strategy
• Contingency planning

7
BSE - Dealing with Crisis Canadian Response

• long incubation diseases with no pre-clinical
  tests are like wolves in sheeps clothing
• Assemble crisis team

8
BSE - Dealing with Crisis Communications
Strategy Keys

• Internal is the most important initial concern
• If not directly linked do not own the issue
  outright
• Where possible, use associations, 3rd party
  spokepersons
• Education of consumers

9
BSE - Dealing with Crisis

• Look at Marketing calendar adjust as necessary
• Monitor media noise and tone of reporting
• Monitor customer opinions especially customer
  inquiry patterns
• Monitor restaurant sales and product mix data

10
BSE - Dealing with Crisis Avoid the Pitfalls

• The absence of evidence is not evidence of
  absence
• Correct immediately any false or misleading
  information
• Dont panic counter intuitive strategy

11
BSE - Dealing with Crisis

• Pro-active consumer polling
• Alternate menu options
• No surprises contingency planning

12
Dealing with Crisis

• Post crisis analysis
• Stay current with science
• Stay current with emerging issues
• Practice mock exercises
• Recognize faster response times are necessary

13
Dealing with Crisis

• Dont become Complacent
• Avian Influenza
• Spinach associated Ecoli 0157H7

14
Dealing with Crisis

• Thank You.