The most effective risk communication is also the most personal.

It’s about walking the talk.

Michael McCain, president and CEO of Maple Leaf Foods in Canada knows this, but just can’t quite pull it off.

McCain has personalized the message, taking responsibility for his deli meats that killed 20 people, but he can’t quite close the deal.

Below is a new video released today to, I guess, reassure Canadians.

From the beginning, I’ve asked some basic questions:

• who knew what when;

• why won’t Maple Leaf make their listeria test results public; and,

• what is Maple Leaf Food’s advice to those folks vulnerable to listeria.

Mr. McCain, you’ve got some high profile science advisors now. Would they recommend that their pregnant daughters eat any cold cuts? Would you tell old folks homes not to serve unheated deli meats to their clients? Will you make listeria testing public? And will you provide a full accounting of listeria tests and actions in the weeks leading up to the recall of Aug. 17, 2008. Does epidemiology matter?

So many questions, none of which are answered in your video.