A Cold Cut Crisis: Listeriosis, Maple Leaf Foods, and the Politics of Apology

Abstract

In the summer of 2008, one of the worst cases of food contamination in Canadian history was confirmed when the Canadian Food Inspection Agency and Maple Leaf Foods issued a “health hazard alert” warning the public not to serve or consumer Sure Slice brand cold cuts. This localized warning quickly spiralled into a major listeriosis epidemic. More than 200 Maple Leaf Foods products were recalled, but not in time to prevent 20 deaths, the illness of thousands more and a class action lawsuit. This article explores Maple Leaf’s crisis response strategy. Locating our analysis in relation to theorizing about the legitimacy problems that corporations and other powerful actors face in late modernity, it demonstrates that Maple Leaf’s apology was effective in terms of restoring consumer trust and confidence to the extent that it addressed the uncertainties and anxieties that are endemic to contemporary risk society; and, more broadly, it ‘worked’ by disrupting the distribution of risk and blame to other stakeholders.

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