It started last weekend, when small signs at Burgerville outlets notified customers that the chain was temporarily taking Gardenburgers off the menu. The story picked up steam when Burgerville placed a huge order with a small local meatless-patty manufacturer. Now, it’s exploded into public view as grocery giant Fred Meyer announces that it has pulled the product off its shelves.
From the outside, it appears that Kellogg, owner of Gardenburger, has done its best to keep the whole thing quiet. By attempting to sweep the issue under the rug, Kellogg has guaranteed an extra level of public attention — and done enormous unnecessary damage to Gardenburger’s reputation.
The story is still developing, but here’s how it looks right now:
1. More than a week ago, Burgerville workers unpacking the product noticed something they didn’t like. Burgerville officials contaced Kellogg, weren’t sastisfied with whatever they were told, and pulled the product. To its credit, Burgerville announced the change to its customers with signage at the stores.
2. A few days later, Burgerville announced that they would carry a different meatless burger — the first public indication that this problem might be a big one.
3. Later in the week, Kellogg announced a “voluntary withdrawal” of Gardenburgers, but refused to say why, beyond a vague statement that food safety was not an issue.
4. Kellogg apparently didn’t bother to mention any of this to the FDA. Charles Breen, the agency’s regional director, found out by reading about it in the Oregonian.
5. As of the time I write this, concerned customers who visit Gardenburger’s web site will find no information at all about the problem.
It is often the case (see Nixon, Richard) that when there’s bad news, a cover-up will make things much, much worse. Kellogg has lost their opportunity to have some control of the information flow.
This is in sharp contrast to Johnson & Johnson’s prompt and aggressive outreach following the Tylenol deaths of the early 80’s. Gardenburger should follow J & J’s playbook — tell the public exactly what the problem is and what they intend to do about it. The unnecessary damage they’re doing by remaining silent will haunt them for years.
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