EDITORIAL | Just grab that Tiger by the tail and communicate clearly
Tiger Brands’s non-transparent, over-wordy statement about the recall of tinned goods merely creates confusion
SA’s biggest food producer issued an 800-word SENS announcement on Monday morning, attempting to explain a decision to recall “a portion” of canned vegetable products. Unfortunately for Tiger Brands, any bad press conjures up only one memory for the consumer: the world’s deadliest listeriosis outbreak, which happened on South African soil. Its public relations department must know this all too well — all the more reason for the company to be transparent. Yet questions remain after reading the reams of lines dotted with “coulds” and “small quantities” and “low probabilities” and “quality assurances”. ..