Popeye’s savior turns out to be a modern day killer, as e-coli is found on fresh, bagged spinach.  People are frightened.  When did I eat it last?  What will harm me next? 

As PR professionals, we know that how the growers, the packagers, the distributors, and the stores ultimately handle this crisis will be the makings of an excellent PR case for future study and debate.  The analysis has already begun.  Let’s just take a brief look at what one brand distributor is doing.

First, did you know that Dole has faced something similar before?  In June, they just settled some lawsuits.  Take a look at http://www.marlerclark.com/news/dole010.htm, which reads, in part: 

Dole settles E. coli lawsuits

At least 17 people got sick after eating prepared bagged lettuce

By DANIA AKKAD
Herald Salinas Bureau

Five lawsuits filed in response to an E. coli outbreak traced to Dole Fresh Vegetable bagged salads in Minnesota last fall have been settled.

So, they should know how to handle the spinach debacle…Right now, if you go to their website, you will see a link and photo entitled:  Dole bagged spinach.  Click on the image and it will take you to:  http://www.dole.com/CompanyInfo/Statement/index.jsp  There, you can read Dole’s statement about this issue yourself with links to additional information. 

DOLE FOOD COMPANY STATEMENT ON FDA INVESTIGATION OF PACKAGED FRESH SPINACH

WESTLAKE VILLAGE, California – SEPTEMBER 15, 2006

DOLE Food Company, Inc. announced that it supports the voluntary recall issued today by Natural Selection Foods LLC of packaged fresh spinach that Natural Selection Foods produced and packaged with Best-If-Used-By dates from August 17 through October 1, 2006.  These packages were sold under 28 different brand names, one of which was DOLE®. Natural Selection Foods produced and packaged all spinach items under the DOLE label (with the names “Spinach,” “Baby Spinach” and “Spring Mix”).  DOLE has no ownership or other economic interest in Natural Selection Foods.

Consumers should dispose of any DOLE-branded packaged fresh spinach products stamped with a Best-If-Used-By date of August 17 through October 1, 2006 as a precautionary measure in keeping with Dole’s commitment to consumer safety.

The Natural Selection Foods recall and the U.S. Food and Drug Administration (FDA) statement do not impact any DOLE products other than DOLE Spinach, Baby Spinach and Spring Mix with Best-If-Used-By dates from August 17 through October 1, 2006. Products that do not contain spinach are not a part of the Natural Selection Foods recall.

DOLE is committed to assisting the FDA, the California Department of Health Services and other regulatory agencies in their investigation and this recall by Natural Selection Foods.  

We are terribly saddened by these recent events. We express our deepest sympathies to those affected.

The full text of the Food and Drug Administration statement is available on-line at: http://www.fda.gov/

For more information on Natural Selection Foods’ statement, please visit: http://www.ebfarm.com

Very thorough, loaded with facts, responsible, conciliatory, empathetic…you select the adjective.

I asked my journalism/pr students at the University of Maryland University College whether or not they thought senior management is ultimately responsible for the image of an organization.  Student Thomas Beck, without prompting, brought up the spinach story.  Beck wrote: “… There are 21 states already reporting cases of infection/exposure. Many producers of spinach have been voluntarily recalling their products and issuing statements of support and cooperation with the FDA on investigating how this happened. One company had their CEO come out and issue a statement directly; where others, I believe, issued their statements out in other ways.”

Referring to our textbook, he commented to his classmates “… In my opinion, this E. coli outbreak calls for a response designed to mitigate or capitalize on their consequences is what these producers are doing now. More on the mitigation side I think. Cooperation and investigation on how this could have happened are the responses I have been reading.

“There is a strong moral value for these companies to inform the public on the continued progress of finding out what happened. This is a good example of management taking the lead and stepping up to their responsibility for keeping the public informed. Public relations starts with top management.”

What is your view?  Are the others measuring up to Dole’s strong position?

Barbara Puffer, Puffer Public Relations Strategies