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“Lean Finely Textured Beef” or “Pink Slime” Case Study
212
Transcript
Key Publics
Internal
- Employees of BPI
- Mangement and CEO of BPI
External
- Customers (restaurants and people)
- School system and children
- Media channels and audience
- Compeititors
Key Messages
- American Meat Association made statement claiming LFTB was safe
- Cream and milk annology
- No meat wasted and it is the right thing to do
- Persuasive appealing to emotion/guilt
- BPI then issued a statement claiming it was safe and gave references to meat safety experts
- Factual with expert opinions
- BPI launched BeefIsBeef.com
- used infographics and pictures of what LFTB actually looks like
- renamed the product boneless lean beef timings instead of LFTB
Problem/ Opportunity
- Stephanie Smith nearly died from hamburger that was contaminated with E. Coli from BPI so the New York Times wrote a front page story
- “Jamie Oliver’s Food Revolution”, a digital piece in The Daily (which began to call LTFB “Pink Slime”), a blogger who started a petition to stop putting LTFB in schools
- Parents became enraged
- McDonalds, Taco Bell, Burger King remove LFTB
- Trying to put BPI out of business
- Companies like Wendy's and Publix made an opportunity out of the problem
Beef Products, Inc.
- One of the world’s leading companies in manufacturing boneless lean meat
- Produced nearly 500 million pounds of beef per year
- Products went to stores nationwide
- Well-known for their lean finely textured beef (LFTB)
Have you ever seen this picture before?
“Lean Finely Textured Beef” or
“Pink Slime” Case Study
Lean Finely Textured Beef
- Contains the fatty leftover trimmings of the meat and is put through a process where it is warmed up, the fat is removed in a centrifuge, and the remaining meat is treated with ammonia to kill E. Coli
- Approved by the USDA
- 80% of the country's hamburgers
- Dog food and cooking oil
- Cost saver, reduces waste, tastes better
- Use of ammonium, meat filler, no labeling at grocery store
Key Messages (Continued)
- Full-page ad appears in the Wall Street Journal with Eldon Roth’s (CEO) name tacked at the end
- addressed the issue as “a campaign of lies and deceit trying to drive BPI out of business”
- angry tone but easy message
- first CEO appearance
Communication Strategies and Practices
- Face-to-face communication tactics
- Tour of Nebraska facilities (backfired)
- Organizational media tactics
- Eduational websites
- T-shirts for influencers
- News media tactics
- News releases
- CEO's ad
What I Would Have Done Differently
- Run ads showing what LFTB actually looked like from the beggining
- Addressed the term "Pink Slime"
- Fact checked all speeches
Analysis
- On the side of the people
- wrong for company to not tell consumers what they were eating
- the meat should be banned today
- PR Tactics
- CEO should have stepped forward earlier and had a different tone
- blamed everything on the media and took no blame
- the tour should have contained people not affiliated with BPI
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