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Maple Leaf Unveils Food Safety Campaign

Maple Leaf Foods has launched the second phase of a nationwide damage-control campaign aimed at restoring consumer confidence in the brand. Reporters were invited to inspect the multi-million dollar renovations made to the plant where the contaminated meat came from and review the company's new food safety protocol. A week-long TV commercial blitz has also begun, featuring the company's president and CEO Michael McCain. A spokeswoman said the campaign is the result of a poll that indicated many consumers weren't aware the recall is over. Maple Leaf also hired a chief food safety officer, effective Jan. 5. In other news, Maple Leaf settled the class-action lawsuit with victims of the listeria outbreak, committing to pay between $25 million and $27 million in compensation. Under the agreement, victims of listeria-induced stomach aches stand to receive potentially thousands of dollars from the company. http://www.thestar.com/News/GTA/article/554329 http://www.healthzone.ca/health/article/556248 Source: Canadian Grocer, Dec. 19, 2008