Saddle up for the week’s biggest PR fail: Burger King, a chain long known for its absolutely positively top-notch ingredients, finally admitted that some of its UK sandwiches might just happen to contain traces of horse meat (hey, at least this guy died in ignorant bliss).
After reports surfaced of a top supplier selling beef products packed with pony flesh, Burger King quickly dropped the suspect firm while simultaneously issuing ‘absolute assurances’ (aka denials) that any of its trademark Whoppers could be tainted by even the tiniest bits of the mares in question.
After performing DNA tests of samples taken from a single production plant, the company released a statement confirming that they showed “the presence of very small trace levels of equine DNA”. Now other top meat-oriented companies are taking pains to distance themselves from Silvercrest, an Irish distributor which for some time apparently included “meat off-cuts, including horse…imported in large frozen blocks from Poland” in its shipments to big UK brands like BK and the supermarket Tesco.
Now come charges of a deep-reaching cover up as Burger King races to preserve business as usual at its 500 UK locations. A spokesperson for a British food safety advocacy group called the company’s response “very shabby”, noting that “It really is not the open, honest and transparent way that we expect a major food company to treat its customers.”
Come on, guys. Didn’t Lance Armstrong teach us that vigorous denials only make the guilty look worse in retrospect?
And now for the requisite grossout joke: Next time we’re in London we’ll make sure not to order the “foal and chips.” Ugh…
- Under Armour Comms VP Explains Damage Control Strategy
- LaForce+Stevens Talks Tying Scandal to Fashion on Social
- Urban Outfitters Semi-Apologizes for Kent State Sweatshirt with Blood-Red Stains
- Burger King Japan Brings Back the Strangely Popular Black Burger