Protecting PKS “Straupe” Reputation During a Food Safety Crisis

In the spring of 2025, Latvia experienced one of the largest E. coli outbreaks in its history. The situation was complex, and the responsible public authorities were unable to quickly identify the source of the infection. Inspections were carried out at several food production facilities, including PKS “Straupe.” Without informing the company about the findings of these inspections, the authorities announced at a press conference the suspension of one of Straupe’s production lines, urging the public to stop purchasing and selling those products, and linking part of Straupe’s output to the E. coli crisis. The public associated the situation with all of the company’s products. At that point, it became clear that without the company defending itself in the public space and without precise crisis communication, Straupe’s future would be decided by others.

We took over crisis management and communication, coordinating the situation and implementing rapid, fact-based communication centered on concern for public health. We worked with the media, explained the situation to the public and stakeholders, and managed internal communication to prevent the spread of inaccurate information and reduce reputational risks. Additional safety measures were introduced within the company, alongside continuous work with employees and key stakeholder groups. At the same time, we mobilized loyal customers on social media in a support campaign, and soon after, the Minister of Agriculture visited the production facility. Within five days, we succeeded in restoring customer trust in Straupe’s products, stabilizing the situation, and bringing shoppers back to Straupe stores. The company was saved.