Crisis communications:
Emmpak Foods, Inc.

Challenge

Emmpak Foods, Inc. is one of the nation’s leading food processors, supplying custom-made meat products to food service companies world wide. The company had recently endured several large-scale, national beef recalls which impacted consumer confidence in the product, and threatened the company’s good name and reputation within the industry.

Solution

Mueller Communications developed a business-to-business marketing strategy that highlighted Emmpak Foods’ commitment to quality and safety, and highlighted improvements that were made in response to prior recalls. The agency worked with Emmpak Foods to coordinate a newsletter to the meat processor’s suppliers and customers, positioning Emmpak Foods as an industry leader with the highest quality standards.

Mueller Communications also coordinated trade media tours and interviews with Emmpak Foods representatives and national media, resulting in numerous articles and stories highlighting Emmpak Foods as an industry leader in food safety initiatives.

Results

Emmpak Foods increased its visibility and reputation in the meat processing industry. The company received many awards for its industry leadership, appeared on the cover of multiple trade publications and was widely recognized by food service companies and the meat processing industry as a leader in food safety and product development.

The company was so successful at repositioning itself as an industry leader that in 2002, Cargill, a major international provider of food and agricultural products, purchased Emmpak Foods.

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