Taco Bell Shell Recall Case Study

Taco Bell Corporation

DATE: October 29, 2015

TO: Ms. Laurie Gannon, Public Relations Director at Taco Bell Corporation

FROM: Lindsay Roberson, Taco Bell Senior Manager

SUBJECT: Communication Strategy Memo

Kraft has announced a voluntary of recall the Taco Bell Home Original taco shells as a result of a series of tests that has been conducted. The tests concluded that the taco shells contain the “Cry9c” protein which is unfit for human consumption.

Background

Currently our Kraft Taco Bell Home Original shells are in question due to recent test ran on the corn based product. As a result a special interest group in Washington DC has held a press conference about the taco shells sold by Kraft Food, Inc. The taco shells contain the “Cry9c” protein that is a pesticide deemed unfit for human consumption.

* Kraft had announced a voluntary recall on all Taco Bell Home Original Shells and taco kits

* Kraft is working with the FDA and will discontinue any product of the product until they are in full compliance with all regulatory requirements

* Around 2.5 million to 2.9 million boxes of taco shells are affected by the recall

* This recall exclude Taco Bell restaurants, it specifically pertains to Kraft Taco Bell shelf products only

Discussion

Kraft and Taco Bell formatted a license agreement so that Kraft may manufacture and distribute Taco Bell’s branded taco shells in retail stores. Currently Taco Bell oversees the use of our logo to ensure are products are being manufactured to highest standards. The agreement helps Taco Bell reach national distribution without Taco Bell enduring the entire cost.

As a result of this license agreement Kraft produce Taco Bell’s Home Original Shells sold in stores. However, many of the products produced by Kraft contain genetically modified food. The plants are produced in a lab and are modified to desired traits. The concern with GM foods is that they pose an environmental and human...