This post was contributed by “The Crisis Guru” Gene Grabowski
The deadly Cyclospora outbreak that caused Taylor Farms to recall its iceberg lettuce in more than 20 states demonstrates that even organizations with sophisticated food safety systems still struggle to communicate effectively during a public health crisis.
While the operational response has generally been appropriate, the communications response by Taylor Farms, the FDA, and state health agencies has lacked the coordination and consistency necessary to inspire public confidence and protect confused families.
To be sure, Taylor Farms acted responsibly by cooperating with the FDA and initiating a voluntary recall once epidemiological and traceback evidence identified its products as the likely source of the outbreak. But the company’s public statements continue to focus heavily on technical uncertainties—particularly questions surrounding laboratory testing—rather than on the concerns consumers care about most: their safety, the company’s accountability, and the specific actions being taken to prevent a recurrence.
A more effective strategy would have emphasized empathy for those who became ill, acknowledged the seriousness of the outbreak, outlined immediate corrective measures, and committed to sharing the findings of the company’s internal investigation. Transparency builds credibility, even when all the answers are not yet known. Or, to paraphrase investment guru Warren Buffett: communication is most important when you have the least information.
The FDA deserves credit for explaining why epidemiological and traceback evidence remained compelling after an early laboratory result proved to be a false positive. Nevertheless, the agency underestimated how confusing that reversal would appear to the public. In today’s information environment, technical explanations alone are insufficient. They must be accompanied by simple, consistent messages that reinforce why public health recommendations remain valid. State health authorities generally performed well by identifying cases and communicating locally, but messaging varied among jurisdictions, creating opportunities for misunderstanding.
The central lesson from this outbreak is that effective crisis communication is not simply about releasing accurate information—it is about maintaining trust. That requires empathy, consistency, transparency, and coordination among all organizations involved. Taylor Farms, the FDA, and state health agencies all demonstrated a commitment to protecting public health. Their next challenge is ensuring that their communications are as effective as their investigative efforts, because confidence in the food supply depends as much on trusted communication as on sound science.
