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- Title
GUILT BY ASSOCIATION: THE CASE OF LANCE PEANUT BUTTER CRACKERS.
- Authors
Cox, Steven; Strain, Michelle
- Abstract
Lance Inc. was the leading manufacturer of peanut butter crackers in the U.S. when the FDA recalled peanut butter and peanut butter paste products. At that time, most manufacturers of peanut butter products outsourced the initial processing of peanut butter. One of the largest of these producers, Peanut Corporation of America (PCA) had sold peanut butter contaminated with salmonella, which ended up in the products of companies such as Kellogg's (Keebler), Ben and Jerry's, and Little Debbie. While Lance did not outsource the manufacture of any of its peanut butter products, the initial Federal Food and Drug Administration (FDA) warning was for ALL peanut butter products. As a result, Lance's flagship product, Peanut Butter Crackers, was included in the warning. The case asks the student to take the position of the CEO of Lance Inc., Dave Singer, and develop a communications strategy that would minimize the negative effects of the FDA announcement.
- Subjects
UNITED States; LANCE Inc.; MANUFACTURED products; PEANUT butter; PEANUT Corp. of America; SALMONELLA; KELLOGG Co.; BEN &; Jerry's Homemade Inc.; UNITED States. Food &; Drug Administration
- Publication
Annual Advances in Business Cases, 2009, Vol 29, p118
- ISSN
1939-4969
- Publication type
Article