Maple Leaf CEO tells Canadian consumers to do more after cold-cuts kill 22

After the Jack in the Box E. coli O157:H7 outbreak of 1993, the one that placed microbial food safety on American TV dinner plates, the company hired Dave Theno and developed an industry leading food safety program.

A year after Maple Leaf cold-cuts killed 22 and sickened 53 in Canada, the company announced it has launched a new web site and that consumers need to do more.

I’m not making this up.

On Friday, Maple Leaf CEO Michael McCain (right, exactly as shown), on his Journey-tribute band path to food safety leadership, said,

“There’s lots we can and are doing to become a global food safety leader and it’s our job to make food as safe as possible, but there’s also lots that consumers can do to further protect themselves and their families and practice good food safety.

“This week we launched a new Maple Leaf website which is a huge leap forward in reaching consumers. Its taken us over two years in the making and it’s a great site with neat gadgets like meal planning tools, recipes, cooking and shopping tips, and most importantly food safety insights through clicking on ‘food safety at home’ at the top right of the home page. 

“I think this website is one of the coolest food sites out there, it’s interactive, informative and highlights where Maple Leaf is going as a company. We hope you will visit and welcome your feedback!!”

People that write with not one, but two, exclamation marks, are doubly desperate to get attention. It’s like double dick fingers. Dude, since you think it’s such a cool food site, and since you devoted two years of resources to this complete waste of Internet surfing, if I was a shareholder wondering where this company was going, I’d be yelling SELL, SELL, SELL!!!

(note the all CAPS and triple exclamation marks)

Companies like Jack in the Box recovered because they did the right thing – and didn’t blame consumers. Provide meaningful information to consumers, especially those at risk, like pregnant women and older folks. Make your test results public. And try not to write total bullshit like, our new website “is a huge leap forward in reaching consumers,” when you have no evidence to prove such assertions other than wine-soaked dreams at the cottage.