Apology urgently needed, experts say

Marketing experts say a nationwide recall of beef slaughtered at XL Foods has done severe damage to the company's brand, but that a sincere apology could begin to restore trust among grocery retailers, cattle farmers and consumers.

Beef processed at the plant has been linked to 10 cases of E. coli poisoning across Canada, more than 2,200 slaughterhouse workers are without jobs, abattoirs are backlogged and cattle ranchers are facing losses.

The United States has once again closed its doors to Alberta beef, dealing another blow to Alberta cattle ranchers who have only just recovered from the mad cow crisis.

Late Sunday, the recall was expanded yet again, this time including beef products sold at Edmonton's T&T Supermarket.

The company's decision to remain largely silent throughout the crisis is further undermining its reputation, said Debi Andrus, a marketing professor who studies product recalls at the University of Calgary's Haskayne School of Business.

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[link to www2.canada.com]