We’ve all heard of the Menu Foods, Inc., pet food recall in March. Studying the players in this drama is the beginning of a great public relations case study. Here’s the scoop.
“As a result of adulterated wheat gluten there have been several additional pet food and pet treat product recalls that are not part of the Menu Foods recall. For information on these additional pet food recalls please go to http://www.fda.gov.” (http://www.menufoods.com/recall/ retrieved April 10, 2007)
“Nationwide, 15 cats and one dog have died from these products, according to the Food and Drug Administration (FDA), which has fielded at least 12,000 complaints (ABC News, March 23, 2007; North County Gazette, April 8, 2007). “ (retrieved from PR Web April 10, 2007)
The opening paragraph from the U.S. Food and Drug Administration news release looks like this:
| FOR IMMEDIATE RELEASE P07-48 March 17, 2007 |
Media Inquiries: Mike Herndon, 301-827-6242 Consumer Inquiries: 888-INFO-FDA |
Recall of Pet Foods Manufactured by Menu Foods, Inc.
The Food and Drug Administration (FDA) has been informed that Menu Foods, Inc., a private-label pet food manufacturer based in Streetsville, Ontario, Canada, is recalling all its “cuts and gravy” style dog and cat food produced at its facility in Emporia, Kansas between December 3, 2006 and March 6, 2007. The products are sold in the United States, Canada and Mexico.
So, what’s a manufacturer/distributor to do? Well, IAMS, a leading distributor of cat and dog food seems to be using many of the good crisis communication tools we know. Putting out the facts, as soon as they know them, for their consumers to digest (no pun intended) tracks with their mission.
“Our Mission is to enhance the well-being of dogs and cats by providing world-class quality foods and pet care products that delight the customer and strengthen the human-pet bond.”
They want to not only contribute to the health of the pets they serve but “delight” them! The health and happiness of dogs and cats is number 1 with these folks!
Bought by Proctor and Gamble in 1999, IAMS “sells Eukanuba® and Iams® premium dog and cat foods (dry and canned) in 70 countries. Iams employs more than 2500 people… The Paul F. Iams (founder) TechnicalCenter is one of the premier companion animal facilities in the world…”
It’s ironic that when one heads to the P & G global Web site, that their product Pepto Bismol flashes in the top corner! Here’s what they say…
“P&G Pet Care Announces Voluntary Participation in Menu Foods’ Nationwide U.S. and Canadian Recall of Specific Canned and Small Foil Pouch ‘Wet’ Cat and Dog Foods.” But I digress.
Let’s look at a few of the positive steps IAMS took.
Their Web site is at: http://www.iamsco.com
A green box at the bottom of the home page announces the “voluntary recall” and offers a link to a news release. You can also link to a long list of announcements and media statements beginning as far back as March 16th. An 800 telephone number offers additional information.
In the center, the page promotes iams.com. “Iams.com is a special site for caring pet owners just like you. You can find helpful advice, quick answers, nutritional updates – everything you need to help your best friend enjoy a long, healthy life.” Whether you launch iams.com from the main site or from and internet search, you are immediately redirected to a page about the pet food recall. From their Web site: “The Menu Foods recall affects many wet food brands distributed in the U.S. and Canada. This recall does not affect any Iams or Eukanuba products marketed outside of the U.S. and Canada.”
Click in that same screen under U.S., for example, and there is a list of foods involved in the recall and a link for veterinarians. The vets area begins with: “As promised, we are continuing to keep you updated on the Menu Foods recall. We know the Menu Foods recall has caused concern, frustration and confusion for you and your clients. We want you to know that we care deeply, and we continue to take action on your behalf.”
About the only audience they haven’t directly spoken to about this is Pooch and Kitty. We’ll be watching this case unfold. Stay tuned!
