P i s t a c h i o

Despite our best efforts, we failed.

– Michael McCain, Maple Leaf Foods President

In shirtsleeves, as if to say, “I’m a husband and father, and this could have happened to my family,” Michael McCain faced the camera to proffer his apology. He fearlessly took responsibility for the dead with a corporate “we,” but his countenance was distinctly “me.”

In a best-practices kind of way, he owned up promptly and almost immediately widened the recall territory, as if to tell us this was doubly horrific for him as it was for us.

Corporate humanity has to have a heart, because a microbe costs 12 lives and $20 million.