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Message Crisis ManagementP R E PA RI N G, R E SP O N D I N G T O F O O D I N D U ST R Y R E L AT E D C RI S IS S IT UA T I O N S AN D I N C ID E N T SRod WheelerCEO The Global Food DefenseInstitute

Rod WheelerCEO The Global Food Defense Institute

Crisis ManagementThe Global Food Defense Institute3

Alert: This is a current crisis happening now at food facilities across the U.S. Stolen truck loads of food products in California

Crisis Management:When All Hell Breaks Loose! “The facts of a crisis situation are one thing, the perception of how the situation was handled is another”....………………….Rod Wheeler5

Food Defense/Crisis Management: Suspicious Note WorkshopThis Photo by Unknown Author is licensed under CC BY

ABC CompanyBAKED GOODS PROVIDER

ABC Company DetailsProvider of baked goods to hundreds of U.S. based retailers. A front-line worker working the second shift, finds a handwritten note, concealed underneath a baking pan in a large unsecure refrigeration unit. The note, which was written on a “torn-off” piece of the flap of an envelop stating the following: “By the time you find this note, some of the doe here will be poisoned with something deadly.”The note was wrapped in cellophane paper. (the facility does not use this type of packaging or wrapping anywhere in the plant)

Here are your major customers. Pictures used for training only. Not related to the actual case.

Here’s the actual note:

Additional Details to Consider: There are 450 employees working at the plant. Of the 450 employees, over 50 are temporary workers.Only one employee comes to mind (Pierre) who was recently identified as being disgruntled: A line worker who complained about not getting a pay raise.All employees have access to 99% areas of the plant.There is typically over 91 thousand pounds of dough in the facility at any given time.All employees are issued lockers but are allowed to place their own locks on the company issued lockers.There are 48 ingredient silos and storage tanks on the property. CCTV is in use at the plant, however, there are no cameras facing towards the entrance to the refrigeration unit.

How would you begin to conduct this investigation?

When, if ever, do you notify the FDA or the USDAThis Photo by Unknown Author is licensed under CC BY

When do you contact outside law enforcement?

What, and when if anything do you tell your customers? Pictures used for training only. Not related to the actual case.

Whom would you notify first? FDA/Food & Water Security OfficeLocal PoliceYour Customers

How does the information about the disgruntled worker (Pierre) affect this investigation?

When would you consider this investigation closed?

U.S. Airlines Flight 154919

In the following clip, notice how “calm” Sullenburg sounds when talking to the Air Traffic Controller. 20

This is flight 1549. We’re going to be in the Hudson! • Critical to success:• Team support• Education and training• Determination21

USAir Flight 1549 Crisis Observations22Recognize the Uniqueness of the CrisisDenial is the First Reaction to a CrisisEvaluating the Options and Deciding on a PlanExtreme Determination to Succeed

23Deep Focus on the ExecutionFlawless Execution of the Solution, One Step at a TimeFully Confident in His AbilityTraining , Experience and Resolve are Key to Succeed

“A miracle on the Hudson. 155 people walked away alive!”24Leaders Get Energy from Their Team Against All Odds, a Successful Outcome

THE PAST, PRESENT AND FUTURE OF FOOD DEFENSEBioterrorism Act2001Food Safety Modernization Act2011Final Rules for the Intentional Adulteration Rule2016June. Compliance deadline changed to March 2020 due to the pandemic.2019FDA will began conducting “soft inspections for food defense, as a part of other food safety audits.2025

26Acts of Intentional Adulteration can occur in several forms:Acts of Terrorism against the Food and agricultural Supply. Disgruntled Employees Economically Motivation Adulteration

RULE REQUIREMENTS OF FOOD FACILITIESPrepare and implement a written food defense plan PREPARE AND IMPLEMENTHave conducted a security vulnerability and risk assessment HAVEProvide security awareness training for its employee’s PROVIDEDevelop “actionable process steps,” mitigation strategies, procedures for monitoring, corrective actions and verification. DEVELOP

THESE TWO STRATEGIES MUST BE INTERTWINED IN REASSESSING YOUR RISK. Mitigation StrategiesBroadPhysical Security MeasuresFocused4 Key Activity Types/3 Elements Food Defense

Is your facility a hard target or soft target? • A soft-target is a person or thing who, due to their actions and/or a lack of appropriate protective measures, is at the mercy of existing risks and thus represents an easy target.• A hard-target is a person or object, due to their advanced actions and appropriate protective measures, is able to minimize existing risk and thus must likely represents an unattractive target. Could the difference here lead to a crisis at your facility?

What does a “terrorist” look like?

Are terrorist all “one religion?” Can you spot the “terrorist” in these photos? Don’t all terrorist wear hoodies? Don’t real terrorist wear glasses? Isn't it true that all terrorist one race or ethnicity? THE NEW FACE OF TERRORISMCan you spot the “terrorist” in these pictures? If not, why not?

THIS IS THE FACE OF MODERN DAY TERRORISISM

THE NEW FACE OF TERRORISM More adaptive to today's environment Associates with established institutions and businesses Use of more social media to communicate Quick to use new technologies and adept current ones to their needs such as AI Weapons technology is more readily available Heavy reliance on wireless technology such as cell phones, disposable cell phones, spoofing technology etc.This Phot o by Unknown Author is licensed under CC BY

IF THIS IS YOUR FIRST TIME ATTENDING THIS CONFERENCE, PLEASE STAND UP. …..TAKE A CLOSE LOOKTake a close look at those who are standing? Do you “really” know that person? Ask the person, “why is this the first time you’ve ever came to this conference?” Ask the person, “Are you really who you say you are?”

Is a Crisis Waiting to Happen?35A crisis is not always the obvious explosion at a plant, mine collapse or actual terrorist attack. Companies often create their own crisis situations by not taking appropriate action before, during and after a crisis.Many companies fail to recognize a brewing crisis.

Quality can be the difference between excellence and a disaster (crisis)!36

Which types of crisis situations are the hardest to recover from? 37Self Inflicted?A result of outside causes?

Shuttle Challenger Disaster-The Danger of Missed Warning Signs• Unheeded warning signs• Normalization of deviance, organizational silence and silent safety program• Role of Organizational Culture in a crisis situation38

Peanut Butter Corporation of America The case involved the known distribution of salmonella-contaminated peanut butter, which caused an outbreak that likely contributed to the deaths of nine people and sickened hundreds, as well as the falsifying of documents trying to cover up the contamination before the products were distributed.39Self Inflicted?“Almost” Safe Food does not meet the standard.”

Tylenol CrisisA solid strategy and quick actions are the only things that can get a company through a crisis. Honesty and Genuineness are critical when dealing with the public. 40Caused by outside sources/elements?“This crisis situation changed the packaging industry for over-the-counter drugs as well as food products.”

Actual Crisis Case Example: Stolen Ammonia Deer Park, Texas Food Plant 41

The 3 Cs of Crisis Management 42• Coordinate with emergency responders and other stakeholdersCoordinate• Control the flow of information (in & out)Control• Communicate with authorities and employeesCommunicate

Why Do Crisis Warning Signs Go Unheeded? • Organizational culture• Group-think• Lack of mutual, professional respect• Denial of reality• Fear of retaliation• “Nothing like that can ever happen here.”• “I don’t want to get involved.”• It’s not my Job• I’m not a supervisor. • They don’t pay me to be a psychologist • He always blows off steam but never takes any action. 43

Ten Stages of Crisis Management441. Avoid the crisis if you can2. Build Your Crisis Response Plan 3. Be prepared to make critical decisions 4. Designate in advance your Crisis Team Members5. Write/Create a Pre-emptive Media Statement6. Prepare to manage the crisis7. Recognize the crisis (are we dealing with a crisis?)8. Contain the crisis9. Crisis resolution10. Learn from your experience

Crisis Resolution 45Get in front or the situation or crisis. Not behind it. Make ethical decisions. Keep people first. Over communicate-Keep people and all stakeholders informedYou craft the message for your audience. Don’t let others and the media craft the message for you. Be generous in your response. Make a good impression. Develop a resolution to the crisis that makes everyone whole. Don’t be cheap.

Lessons Learned For Your Experience 46Learn about your organization's strengths and weaknessesLearn more about yourself during a crisisLearn the power of empathy and kindness during a crisis. Have a heart. Develop a more “big picture” of what could occur to prevent it from reoccurring Were the “warning signs” missed? Why or why not. What worked? What did not work well?

Two Most Important Aspects of Dealing with a Crisis47What You SayWhen You Say it

Your communication or media statements should have the following characteristics:• Establish a clear position• Be honest and be seen as honest• Be concise• Look forward to the resolution• Do not assign blame• Don’t be quick to say “call my attorney”• Don’t be quick to hire the worlds best attorney for representing companies that have had problems in the past• Take advantage of your company’s good reputation48

Make the media your ally49Don’t attempt to minimize the problem, situation or compare your situation to another'sDon’t blame the victims (Firestone tires)Communicate all the bad news at onceDon’t lie or speculateDon’t forget about your employees. They are the backbone to your business.You are a leader…act like one. Keep your head up high, shoulders to the front, and appear confident!

Actual Crisis Case Example: Coins Place In Finished Products on the Production Line. Food Plant, California50

7 THINGS YOU CAN DO NOW TO SIGNIFICANTLY REDUCE SECURITY RISK TO YOUR ASSETS AND YOUR PEOPLE…• Build a culture of Food Defense/Security across suppliers; Ask to review your suppliers site security plans. Build plans together. • Immediately Conduct a Site-Specific Vulnerability & Risk Assessment. • No formula or recipe for conducting the assessment. Use creative imagination!! • Improve Alert and Warning Systems. • Use intelligence when deciding where to place CCTV Systems. • Improve information sharing between your local first responders, (Police, Fire, EMS), your members of management and to other industry colleagues. • Don't Just Say Something…. Your front-line workers are your greatest asset; make sure they have the training to know what to do and how to respond and report!!

During a Crisis, remember, it’s people that matter the most! 52

Thank You. The Global Food Defense Institute 53www.myfooddefense.comEmail: rod@myfooddefense.com (202) 368-3007

Global Food Defense Institute www.myfooddefense.com 54