A presentation about the ikea horse meat scandal and how 5 different european countries handled it

1. University
Advertising &
Public Relations
Lab
Crisis Management

2. IKEA HORSEMEAT SCANDAL
HOW DID THE GOVERNMENTS REACT?

3.  Outbreak of the crisis in the middle of
January when the Irish authorities
publish their reports of detected horse
DNA in frozen meat sold in British &
Irish supermarkets
 Intensification of controls across the
EU countries
 Companies such as Nestle, IKEA,
ABP, Tesco, Aldi, Lidl and other were
advised by FSAI to withdraw the
suspicious products
 In 25th of February, tests in Czech
Republic found traces of horsemeat in
products (meatballs and sausages)
made in Sweden, delivered in 24
countries mostly in EU
 In 5th of March, after a report from
Chinese authorities IKEA withdrew a
chocolate tart in which Escherichia
Coli was detected

4.  Sweden's food safety authority
at first was waiting for Czech
authorities to specify the quantity
of horsemeat detected
 Swedish government: full scale
investigation of the scandal
 Locate the origins of the horses
used for their meat
 DNA tests
 1500 pounds of horsemeat
were withdrawn
 Tighter labeling rules
 Swedish National Food Agency
reports Findus to police for
wrong labels

5. Raids have
taken place at
Peter Boddy
Licensed
Slaughterhouse,
in Todmorden,
West Yorkshire,
and Farmbox
Meats Ltd, near
Aberystwyth, by
FSA officials
supported by
police
Police
arrested three
men on
suspicion of
offences
under the
Fraud Act.
They have
been bailed
and all deny
any
wrongdoing
Three more firms in London and Hull were
later raided

6.  EFET informs the people
on the scandal
 Inspectors of EFET
check an ikea store to
make sure they withdrew
their products
 EFET takes some
samples and banes all
minced meat products
 Continues investigation
for horse DNA in different
types of food

7.  Consumer protection
minister announces a 10
point plan seeking to
allay Germans fears
 Make sure consumers
are more quickly
informed as soon as a
company has been
detecting of having
mislabeled products
 Tougher food labeling so
that consumers can be
sure what they eat and
where the food comes
from

8. BANNED IKEA MEATBALLS FOR PRECAUTIONARY
REASONS

9.  http://www.nytimes.com/2013/02/26/world/europe/ikea-recalls-its-meatballs-horse-meat-is-
detected.html?pagewanted=all&_r=0

 http://bigstory.ap.org/article/horse-meat-found-ikeas-swedish-meatballs

 http://abclocal.go.com/wpvi/story?section=news/national_world&id=9005975

 http://edition.cnn.com/2013/02/12/world/europe/horsemeat-contamination-qanda

 http://forcechange.com/60435/ask-swedish-government-to-investigate-growing-horse-meat-scandal/

 http://www.bbc.co.uk/news/world-europe-21569645

 http://news.yahoo.com/horse-meat-found-ikeas-swedish-meatballs-112154426--finance.html
 http://www.huffingtonpost.com/2013/02/25/horse-meat-ikea-swedish-meatballs_n_2757934.html
 http://www.bbc.co.uk/news/uk-21335872
 http://www.inews.gr/42/ti-leei-o-efet-gia-ta-keftedakia-me-kreas-alogou-sta-ikea.htm
 http://www.express.co.uk/news/world/378681/Germany-plans-tighter-meat-controls
 http://www.bbc.co.uk/news/uk-21575604
 http://www.bbc.co.uk/news/world-europe-21569645
 http://www.irishtimes.com/news/expert-warns-over-horse-dna-1.1071570
 http://www.irishtimes.com/news/horse-dna-found-in-third-of-burger-products-surveyed-1.1071224
 http://news247.gr/eidiseis/koinonia/ygeia/skandalo_me_kreas_alogoy_eksagwges_kai_sthn_ellada_apo_thn_rangeland_f
oods.2116358.html
 http://news247.gr/eidiseis/kosmos/aposurthhkan_apo_thn_agora_mpiftekia_apo_kreas_alogoy.2088040.html
 http://news247.gr/eidiseis/koinonia/ygeia/entopisthke_kreas_alogoy_sta_keftedakia_toy_ikea_tsexias.2142734.html
 http://news247.gr/eidiseis/kosmos/lazania_me_kreas_alogoy_kai_sth_germania.2128643.html
 http://news247.gr/eidiseis/kosmos/news/ikea_aposurei_ta_keftedakia_se_24_xwres_ths_asias_kai_ths_karaivikhs.214402
5.html
 http://news247.gr/eidiseis/meta_ta_keftedakia_aposurei_kai_loykanika_h_ikea.2146110.html

10.  GRIMOPOULOU
KORALIA
 DIMITRAKOS PETROS
 SELINOPOULOU TINA
 AERAKIS EKTORAS
 KOUROU ANASTASIA
 MATHIOUDAKIS
DIMITRIS
Instructor: Mania Xenou
Assistant Professor / Head of Advertising Lab:
BettyTsakarestou