Confusing Cyclospora Lettuce Comms
Confusion abounds from both Taylor Farms and the U.S. Food and Drug Administration about lettuce contaminated by Cyclospora, which has sickened thousands of people. Students can analyze communications and identify failures of accountability.
The FDA and CDC traced the illness back to Taylor Farms de Mexico, but lab tests created what the FDA refers to as a “false positive.” Although one test came back positive, that didn’t prove the source of outbreak. However, the false positive didn’t change the epidemiological conclusion.
Here’s one opportunity for students to revise communications. The statement could be clearer, perhaps explaining terms like false positive and epidemiological.
Students also might question why the FDA communicated results before obtaining more evidence. That would avoid the agency’s need to backtrack with a statement like this:
Due to the complexity in detection of Cyclospora, FDA laboratory experts re-reviewed the sample results and have concluded that the finding does not represent true amplification and should be considered a false positive.
Otherwise, the recall is typical, stating which lettuce people should avoid eating, what symptoms to watch for, and how to get refunds.
Taylor Farms Statements
The company has a dedicated page with a notice and link on the homepage. It also posted a typical recall message, mirroring the FDA’s, but it includes more information.
Most recent as of today is the “Summary of Facts”:
We understand that there is significant confusion over outbreak communication. We want to provide a summary of the critical facts for your health:
On July 17 we voluntarily recalled all iceberg lettuce grown in central Mexico that was identified as the potential source of the Cyclospora outbreak.
This recall has been completed with products removed from the marketplace.
No Taylor Farms branded products are involved in this recall.
We are no longer sourcing iceberg lettuce grown in central Mexico for the remainder of the growing season.
We currently have experts on site in central Mexico investigating all potential sources of contamination.
We are committed to working closely with health officials during this ongoing investigation.
We remain deeply concerned for the health of those who are ill and will provide any updates relevant for your health.
Of course, the company employs the crisis communication strategy of distancing itself as much as possible, emphasizing products “grown in Mexico.”
This part is confusing and matters primarily to the company: “No Taylor Farms branded products are involved in this recall.” Students might flag this statement as a failure to take responsibility, and it is unlikely to inspire consumer confidence in any Taylor Farms products. A clearer approach might be to show pictures or list products unaffected.
Company leaders probably took great pleasure in these statements:
Yesterday, FDA informed Taylor Fresh Foods that one of its iceberg lettuce products from central Mexico tested positive for cyclospora. Today, we were informed that FDA made a mistake, and this was a false positive. To be clear, at this moment, FDA has not identified a single positive product test result for Cyclospora.
Based on initial information provided by health officials, in an abundance of caution, we completed a voluntary recall of iceberg lettuce from central Mexico. Recalled product was limited to iceberg lettuce grown and processed in central Mexico.
That statement leans into the FDA error and fails to convey the full picture. Company representatives also tried to delay the recall by appealing to the White House through a lobbyist. The executives wanted more evidence, which is somewhat understandable given the FDA’s missteps, but still demonstrates the company’s failure to take responsibility.
As we would expect, this “apology” is nowhere to be found in FDA communications. Also notable: Taylor fails to mention the epidemiological work; all roads led to Taylor’s lettuce.
Meanwhile, videos and memes on social media are hilarious, promoting diets of only processed foods for health and safety.