Public Education and PR

By now you’ve probably heard or read something about the beef recall. The story seems to be everywhere – television, newspapers, and blogs. I thought it was only appropriate to write a post about the topic because, from the 143 million pounds of recalled beef, 37 million was sent to schools for lunches and nutritional programs.

Of course, the recalled beef wasn’t just sent to schools – it was also eaten. According to US Department of Agriculture administrator, Ron Vogel, most of that recalled beef has already been consumed.

Kind of puts a new meaning behind the idea of mystery meat, doesn’t it?

It should be pointed out that the recall is a Class II, meaning it isn’t likely serious health risks will occur from eating the beef. But I wonder what the schools would have done if the recall had been a Class I, indicating serious health consequences (even death) could occur? Would they have some sort of crisis plan in place to deal with such a situation?

Usually when I think about a school having a crisis plan, I think of a plan for a school shooting, a bomb threat, or a fire – not recalled food. But, part of having a crisis plan means being prepared for the unexpected – such as a mass beef recall.

According to The Education Report, Oakland school district stopped serving the beef after the first allegations about animal abuse came out against the Westland/Hallmark Meat Company.

The school district definitely took the correct action – to immediately stop serving beef when word first spread about the company using downer cows. As it turns out, none of the school district’s beef was part of the recall.

Hopefully schools that had the recalled beef took immediate action to guarantee it wouldn’t be served to children. I also hope it has been communicated clearly to parents that it was a Class II recall.

Having a crisis plan for all situations is crucial for schools (and any organization, for that matter). Knowing what action to take and what responsibility everyone has can mean not only the difference of surviving a crisis or not, but ensuring everyone’s health and safety.