Maple Leaf Foods: Crisis and Containment Case Study

Gwyneth V.J. Howell, Rohan Miller


Crises can impact an organisation’s viability, credibility and reputation. Communication can preserve and protect the valuable reputation of an organisation, by demonstrating an acceptance of responsibility for the crisis and addressing victim concerns. The research illustrates that Maple Leaf Food’s crisis communication strategy was effectual and in supported to its purported organisational values as an organisation focused on health and safety. This case highlights why it is crucial for organisations to develop and apply a cohesive crisis communication strategy.


Crisis Communication; Case Study; Maple Leaf Foods

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