Cringing at Chipotle’s communication

Friend of the barfblog, Michéle Samarya-Timm, with the Somerset County Department of Health (Jersey, represent), writes:

chipotleWith 39 confirmed E. coli O26 illnesses linked to Chipotle, the restaurant has information on its homepage (paradoxically under a banner of “See how we’ve responsibly raised the bar”).  However, Chipotle is verbally minimizing this outbreak, as they choose to call it a “restaurant closure update.”

The words “outbreak,” “illness” and similar are not used. Chipotle prefers to call it a “situation” and an “issue” (I sense attorneys).

The best folks in risk communication have regularly counseled that corporations experiencing a crisis should communicate regularly with their customers, and not minimize an issue.  Considering their previous experiences with Salmonella and Norovirus, Chipotle is still fairly inadequate in this area.

With this in mind, the signs on the doors of their closed stores:  “FYI”, “Outage”, “Don’t Panic” and “Experience Closure” sound more like an admonishment to their corporate administration, then they do words of acknowledgement and updates to loyal fans.

At least they have an empathy statement, “We offer our deepest sympathies to those who have been affected by this situation,” but I’m not feeling it.

CHipolteThe most glaring aspect of failing to reach out to those who are loyal to their burritos: Chipotle’s Twitter & Facebook feeds are silent on the issue. For a company with 715,000 followers, and 407,000 marketing tweets, that’s a huge omission.

In the absence of corporate messaging, people will make it up. Too bad Chipotle isn’t spending as much effort talking to their customers during this outbreak, as they do reaching out with their slick marketing campaigns.

When the company finally decides to jump back on the social media platform, they may have a hard time overcoming the current circulating meme:  You can’t spell Chipotle without E. coli.

37 now sick from E. coli O26 linked to Chipotle; focus on produce

I’d rather have microbiologically safe food.

chipotle.ad.2Health officials say 37 people have E. coli in Washington state and Oregon amid an outbreak tied to Chipotle restaurants in the Northwest, an increase from 22 cases reported earlier.

Washington health officials are still testing samples from people who have fallen ill in Clark, Cowlitz, Island, King and Skagit counties to see if they all have the same form of the potentially deadly illness.

Officials say most of those sickened by E. coli have eaten at the Mexican food chain.

Nine people in Washington and three in Oregon have been hospitalized, but no one has died. People with E. coli connected with the outbreak have ranged in age from 5 to 60.

Dr. Scott Lindquist, state epidemiologist, says knowing the type of E. coli that’s sickened nearly two dozen people will help officials determine the exact source of the illness.

Food from six Chipotle stores connected with the outbreak is being tested. Lindquist says officials may know by Wednesday what type of food tests positive for the same microorganism. They’ve asked Chipotle to turn over information about its food suppliers so officials can determine where the product came from.

chipotlawayMeanwhile, Chipote is taking a hit on its antibiotics stance.

Dan Charles of NPR writes that when you’re a nationwide food company, it can be tough to live up to your own lofty marketing slogans.

Chipotle claims to serve only “food with integrity.”

That’s not the same as microbiologically safe food.

Chipotle is also having difficulty living up to another claim: Its promise to sell only meat that’s “antibiotic-free” — or “produced without the use of antibiotics.”

It’s an increasingly popular label among consumers. Chipotle has ridiculed its drug-using competitors with catchy online videos featuring cartoon versions of big meat factories, where machines inject animals with drugs that turn them grotesquely plump.

In reality, though, Chipotle’s hard line on antibiotics isn’t quite as uncompromising as the ads make it seem. The company’s suppliers can, in fact, use these drugs.

“Under our protocol, if an animal is sick and needs to be treated with antibiotics, then it’s treated with antibiotics, but then it’s removed from our program,” says Chris Arnold, Chipotle’s director of public relations.

That animal is sold to someone else, who usually pays less for the animals than Chipotle does. And Chipotle can say that its animals never get antibiotics.

“It’s easier to explain to people,” Arnold says.

Now, though, Chipotle is being forced to do a bit more explaining, because it’s running into some trouble living up to its marketing slogans: It’s running into a pork shortage.

A lot of farmers don’t want to raise pigs the way Chipotle demands. It’s not so much because of restrictions on antibiotics. Chipotle also requires suppliers to let pigs root around outdoors or in buildings with dirt floors.

So to get enough pork, Chipotle has turned to a British supplier, named Karro.

And Karro has a different policy on antibiotics. It treats pigs when they get sick, and when they recover, those pigs go right back into the regular pork supply.

Some will become Chipotle’s carnitas. Chipotle restaurants that serve pork from this supplier will have a little sign explaining how that pork is different.

Actually, the pork itself isn’t different at all. There shouldn’t be traces of antibiotics in any of it.

Veterinarian Gail Hansen points out that such residues are against the law in all meat, “so you’re not eating antibiotic-laden meat.”

 

2010 E. coli O26 outbreak in Oregon childcare center resulted in no severe illness

 In the first known outbreak of Escherichia coli O26 in a U.S. child care center, neither severe illness nor a secondary household transmission was reported, according to results presented during the 51st Interscience Conference on Antimicrobial Agents and Chemotherapy.

Data on duration of Shiga-toxin-producing E. coli serotype O26 shedding are limited, but shedding can be prolonged. However, the need for separation of infected children who have this apparently low-virulence infection remains uncertain, according to Mathieu Tourdjman, MD, MPH, CDC Epidemic Intelligence Service Officer with the Oregon Health Authority.

“The study raised more questions than it answered,” Tourdjman said during his presentation. “Child care exclusion policies vary across country. Most frequently, the policy states that children infected with O157 should be excluded until at least two consecutive stool samples are negative. Because limited data on O26 are available for O26 infection, no consensus exists on whether similar exclusion should occur.”

The outbreak of E. coli O26 occurred in an Oregon child care center in October 2010. Children who attended the child care facility were aged in range from 6 weeks to 12 years. They were separated by age into six different classrooms.

According to Tourdjman, infected staff and parents of infected children provided demographic and clinical information. Secondary transmission to household members was assessed by screening stool specimens for Shiga toxin using PCR. Positive isolates were isolated and serotyped. Cases in this particular outbreak were defined as laboratory-confirmed O26 infection among attendees or staff during October 2010.

Results of the study revealed a total of 10 cases of E. coli O26: nine children (median age: 1 year) and one staff member. Patients were in three different classrooms and not clustered. Four patients reported diarrhea, including one with bloody diarrhea, but none of the patients progressed to hemolytic uremic syndrome or required hospitalization.

The findings of the investigation also revealed that duration of shedding ranged from 12 to 46 days (median 25 days), and a lack of secondary transmission to household members.

Tourdjman M. #L1-389. Duration of Shedding and Secondary Transmission of Shiga-Toxin-Producing Escherichia coli O26 During an Outbreak in a Child Care Center:: Oregon, October 2010. Presented at: 51st ICAAC. Sept. 17-20, 2011. Chicago.

Hamburger recalled for E. coli O26 in France

Carrefour, the France-based retailer, is recalling frozen hamburger patties sold under the Carrefour Discount brand in its stores.

Albert Amgar sent along the notice and Amy translated, but I’m still struck with the unique way France has of blaming the consumer; maybe something is lost in translation.

“As a precautionary measure and with no consumer complaints to date, Carrefour has begun a recall of a batch of ground hamburger patties sold in the frozen food section under the Carrefour Discount brand in Carrefour, Carrefour Market, Carrefour City, Carrefour Contact and Carrefour Montagne stores.

“During regular testing undertaken by the supplier, Escherichia Coli O26 H11 bacteria were discovered. Carrefour immediately began to remove these products.

“Carrefour recommends that clients who might still have these products in their possession do not eat them and return them to their store where they will be refunded.

“In general, it is important to remember that thoroughly cooking hamburger patties may prevent the consequences of such a contamination, with the bacteria being killed by a temperature of 65C.”

Good for the supplier for testing for non-O157 shiga-toxin producing E. coli. But it isn’t so easy as cooking; cross-contamination is a huge issue in the food service or home kitchen, especially with frozen patties that people may handle like Frisbees.

Seek and ye shall find; Cargill recalls hamburger because of E. coli O26; 3 sick in Maine and New York

Cargill Meat Solutions Corp., a Wyalusing, Pa. establishment, is recalling approximately 8,500 pounds of ground beef products that may be contaminated with E. coli O26, the U.S. Department of Agriculture’s Food Safety and Inspection Service (FSIS) announced today.

The product subject to recall includes:

• 42-pound cases of "GROUND BEEF FINE 90/10," containing three (3) – approximately 14 pound chubs each. These products have a "use/freeze by" date of "07/01/10," and an identifying product code of "W69032."

The products subject to recall bears the establishment number "EST. 9400" inside the USDA mark of inspection. These products were produced on June 11, 2010, and were shipped to distribution centers in Connecticut and Maryland for further distribution. It is important to note that the above listed products were repackaged into consumer-size packages and sold under different retail brand names. When available, the retail distribution list(s) will be posted on FSIS’ website at

FSIS and the establishment are concerned that consumers may also freeze the product before use and that some product may still be in consumers’ freezers. FSIS strongly encourages consumers to check their freezers and immediately discard any product subject to this recall.

FSIS became aware of the problem on August 5, 2010 when the agency was notified by the Maine Department of Agriculture, Food and Rural Resources of an E. coli O26 cluster of illnesses. In conjunction with the Maine Department of Health and Human Services, Maine Department of Agriculture, Food and Rural Resources, the New York State Department of Health, and New York State Department of Agriculture & Markets, two (2) case-patients have been identified in Maine, as well as one (1) case-patient in New York with a rare, indistinguishable PFGE pattern as determined by PFGE subtyping in PulseNet. PulseNet is a national network of public health and food regulatory agency laboratories coordinated by the Centers for Disease Control and Prevention (CDC). Illness onset dates range from June 24, 2010, through July 16, 2010.