Case Studies
Pet Food Recall
The national pet food recall was historically significant because it underscored product vulnerability in a global marketplace. That the contamination was traced to China only fueled insecurities.
A National Pet Food Commission was immediately created to direct the recall media and calm a tense national audience. Industry and government leaders worked in tandem around the clock to isolate the affected market segment, identify the bad actors, and reassure a distraught public.