A presentation on the case study Lean Finely Textured Beef

1. LEAN FINELY
TEXTURED BEEF
Raquel Upson

2. Case Summary
• 1900s and 2000s- E Coli and salmonella outbreaks happening all
across the U.S.
• The New York Times writes an article on Stephanie Smith, a 22-year-
old woman who nearly died from consuming an undercooked
hamburger.
• The article traces the ingredients used to make her hamburger and
discovers that 10% comes from the “lean finely textured beef”
produced by the company Beef Products Inc. (BPI).

3. Case Summary
• BPI’s products had been approved for use by the Food and Drug
Administration and the U.S. Department of Agriculture.
• In 2011, BPI is featured on the Jamie Oliver Food Revolution, an ABC
televised show.
• During the show, Oliver uses ammonia mixed in with the beef to
demonstrate how the beef is sanitized. After his experiment, he claims
that BPI is “not fit for human consumption.”

4. Case Summary
• Microbiologists' express safety concerns about the beef.
• Fast food restaurants eliminates the use of LFTB
• ¾ BPI plants close, eliminating 650 jobs
• BPI begins working with Ketchum, an international PR agency.
Although, Ketchum withdraws due to client conflict.

5. Case Summary
• BPI launches a website, statements, electronic letter-writing campaign, etc.
• They give government officials a tour of the Nebraska plant.
• BPI files lawsuit against ABC News for “intentionally publishing false and
disparaging statements regarding BPI and its product, lean finely textured
beef.”
• Four weeks into the trial, a settlement is reached. ABC’s owner, Disney,
pays $177 million and insurers pay the rest.

6. Objectives
• Restore company’s image and reputation
• Reassure consumers that BPI’s products are safe to eat
• Gain back lost profit

7. Strategies and Tactics
• Stood by their food and defended their claims
• Working with Ketchum (international PR agency)
• Launching websites, statements, fact sheets, etc.
• Giving government officials the opportunity to tour the plant.

8. Agenda-Setting Theory
• Agenda-setting theory describes the way in which media attempts to
influence views.
• Ex. Jamie Oliver’s Food Revolution

9. Making the Campaign More Effective
I would have…
• Been more transparent from the start
• Done more media interviews
• Chosen individuals who weren’t affiliated with BPI to tour the plant

10. References
• Swann, P. (2020). Cases in public relations management: The rise of social media
and activism. Routledge.