If your products kill and sicken people, it’s a good idea to say sorry. Many people think that saying sorry is an admission of guilt and will be used in court. Lawyer Bill Marler says that is not the case. To me, saying sorry is an expression of empathy. It’s a basic human response.

Michael McCain, president and CEO of Maple Leaf Foods, took not only to the airwaves but to the Intertubes to convey his empathy and resolve at fixing the listeria situation. It’s an excellent piece of risk communication.

But communicating effectively about risks like listeria is never enough. Eventually, journalists and juries will start asking some tough questions about who knew what when. The Odwalla 1996 outbreak of E. coli O157:H7 in unpasteurized juice was also textbook risk communication, but the company was eventually revealed to have cut corners and ignored warning signs.

This is a tough situation that I wouldn’t wish on anyone. Oh, and the critics who say that food produced locally would result in fewer illnesses are statistically challenged: to make a fair comparison between small and big producers, the number of illnesses per meals consumed is the true measure, and no one has offered that up; further, outbreaks involving local producers may never get picked up by the surveillance system.; and the big folks have the resources to invest in food safety. McCain says Maple Leaf has a culture of food safety. Maybe. The evidence will be laid out over the weeks and months to come.

 If you go to the youtube post, you can see the comments, which already include,

“I just had further look at your recent earnings for the last quarter….if you are truly sorry, the families of those who lost loved ones should never have to work another day in their life. Whether you pay the victim’s families the millions of dollars that you can afford or not will tell if you are truly sorry.”

There will be more harsh words. McCain and Maple Leaf deserve praise for their risk communication efforts: how the risk was managed – who knew what when and what actions were taken – remains to be seen.