3 PR and marketing lessons from Fresh Del Monte’s recall

More than 200 consumers fell ill after consuming certain vegetable trays from the produce distributor, but the company’s crisis response seems lacking. Consider these insights.

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Crises often show PR and marketing pros what to do—or what to avoid.

The recent recall of Fresh Del Monte products, in light of reports of cyclosporiasis infections, is an example of the latter.

CBS News reported:

Health officials have reported 212 cases linked with recalled Del Monte 6 oz. and 12 oz. vegetable trays in Iowa, Indiana, Minnesota, and Michigan. Seven people had to be hospitalized. The company is also recalling these veggie trays in the state of Wisconsin, as well as 28 oz. veggie trays which include broccoli, cauliflower, carrots, celery and dill dip, which were distributed to Illinois and Indiana.… The recalled products were distributed to the following stores: Kwik Trip, Kwik Star, Demond’s, Sentry, Potash, Meehan’s, Country Market, FoodMax Supermarket, and Peapod.

The news follows an outbreak announcement published June 15 by the Centers for Disease Control and Prevention.

Fortune reported:

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