how it started
A major Canadian meal kit delivery service required immediate recall communications for potential lettuce contamination during the 2019 romaine E. coli situation. With products already delivered to customers across Canada, clear and compliant public notification was critical.
Strategic Approach
Rapid Release Development & Distribution
- Drafted CFIA-compliant recall notice within tight deadline
- Ensured all mandatory elements included: product details, health warnings, distribution areas
- Managed bilingual requirements for national distribution
- Coordinated immediate wire service distribution for maximum reach
Clear Consumer Messaging
- Translated complex safety information into clear, actionable language
- Balanced urgency of “Do not consume” messaging without creating panic
- Provided specific meal kit identification details and date ranges
- Created straightforward refund/credit instructions
Media Management & Communications Protocol
Regulatory Compliance
- Met all CFIA Class I recall requirements
- Included required health risk descriptions and symptom information
- Ensured proper format and terminology for regulatory acceptance
- Achieved first-submission approval without revisions
results
- Public notification through wire services
- Proactive media management – standby statements prevented speculation
- Full CFIA compliance with no requests for revision
- Clear consumer action – customers knew exactly which products to discard
Controlled narrative – consistent messaging across all channels
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