The handling of a food poisoning scare involving carrots and lettuce has been deemed the biggest public relations challenge this year by a Wellington PR firm.

The handling of the Yersinia pseudotuberculosis issue by the Ministry for Primary Industries beat the closure of regional flight routes by Air New Zealand and Roger Sutton’s resignation by the State Services Commission to make the top of the list.

“In a year of dirty politics, what really concerned New Zealanders most was dirty lettuce and carrots,” BlacklandPR director Mark Blackham said.

“Everyone had these vegetables in our fridges, yet no one in authority could say for some time whether they were a health threat.

“Millions of people were affected and little information is a recipe for fear, rumours and anger.”