Case Study The Link between Nanna’s Frozen Berries and Hepatitis A

CaseStudy: The Link between Nanna’s Frozen Berries and Hepatitis A

CaseStudy: The Link between Nanna’s Frozen Berries and Hepatitis A

Organizationshave the primary responsibility of ensuring that the products theyoffer to their customers are safe and meet the unique needs of thetarget consumers. The case was different for Patties Foods, a Chinabased company that produced and export frozen berries to differentcountries. Things changed when it was reported that the consumptionof Nanna’s frozen berries caused Hepatitis A (Kohler, 2015). Thesecases were reported in New South Wales, South Australia, Victoria,Western South Wales, and Queensland (Commonwealth of Australia,2015). This forced the company to recall frozen berries on startingfrom February 13, 2015. This case study will focus on the analysisof the social context of the issue, stakeholders who were affected,and the desired behavioral response.

Socialcontext

Thenews of the existing relationship between frozen berries andhepatitis A were shocking to the society. Although initial cases werereported by the government agencies (including the department ofhealth care services) the news spread more rapidly through the socialmedia (Commonwealth of Australia, 2015). This means that the issuehad a significant influence on the members of the society. Inaddition, the rapid spread of the news confirms that the society iscautious enough and has adequate access to information on mattersthat affect its health. The significant influence of the link betweenthe berries and hepatitis B resulted from the fact that the modernsociety values fast foods, which implies that the discovery of thenegative health impacts of the ready to eat frozen berries willaffect many people.

Keystakeholders affected

Thespread of the news about the relationship between Nanna`s frozenberries and hepatitis A affected five major stakeholders. The firststakeholder is the consumers, who discovered that consumption of theberries subjected their health to the risk of being infected with thehepatitis A (Commonwealth of Australia, 2015). Secondly, the parentcompany, Patties Foods, had to recall the frozen ferries that hadalready been distributed to retailers (Commonwealth of Australia,2015). The recall damaged the reputation of the manufacturer andcaused some financial losses. Third, suppliers of foods used toproduce Nanna’s frozen berries from Canada were also affectedbecause a decline in production of frozen berries by the China-basedcompany would reduce the market for their berries (Aubrey, Jefferson&amp Sun, 2015). Fourth, the government was affected because it feltthat its regulatory institutions had failed to protect the citizens.This resulted in a stringent assessment of all frozen berriesimported from Patties Foods before they are distributed to retailersand consumers. Lastly, retailers of Nanna’s frozen berries lost theopportunity to earn from the sale of berries that were recalled fromtheir stored by Patties Foods.

Desiredbehavioral responses of stakeholders

Differentstakeholders would be expected to behave in different ways inresponse to the news of the link between the Nanna’s frozen berriesand hepatitis A. Consumers would be expected to stop consuming theberries until their risk of infection is confirmed by the governmentagencies, such as the Food Standards (Tan, 2015). The governmentwould be expected to conduct thorough investigations to confirm theallegations using scientific procedures in order to protectconsumers. Producers would be expected to recall the product andreview the production system to determine where the hepatitis Apathogens get into its products. Retailers would be expected towithdraw Nanna’s frozen berries from their shelves immediately, asthey await their recall or the confirmation of the allegations by thegovernment. Supplies of the berries used to produce Nanna’s frozenberries would be expected to stop their supply and investigatewhether the hepatitis A pathogen comes from their berries. Therefore,the overall behavioral response of the stakeholders would be toaccept that there is a possibility of the link between the berriesand hepatitis A and do all that they can to stop further consumptionuntil scientific investigation is concluded.

Achievementof the desired behavioral response

Thegovernment, manufacturer, and retailers gave a positive response ofaccepting the allegations and taking the necessary measures to stopfurther consumption of the berries and the spread of hepatitis B. Thegovernment contributed towards this achievement by testing all frozenberry imports at the ports and advising people who have consumedNanna’s frozen berries to consult their respective generalproviders (GP) (Jooste &amp Beilharz, 2015). The decision of theretailers and the manufacturer contributed towards the achievement ofthe desired behavioral response by recalling the suspected products,including Nanna’s Mixed Berries and three other brands, such asNanna’s Raspberries, Creative Gourmet’s 300 g and 500 g(Commonwealth of Australia, 2015). However, there is no evidence ofthe contribution made by the supplier or raw berries from Canada andconsumer towards the achievement of desired behavioral response.

Conclusion

Althoughit was only one of the products (Nanna’s Mixed Berries) had beenassociated with the increase in the prevalence of Hepatitis A,Patties Foods had to recall all berry brands. The incident affectedthe all the stakeholders, including the parent company, consumers,government agencies, and suppliers. Most importantly, the linkbetween Nanna’s berries and Hepatitis A affected the image ofPatties Foods.

References

Aubrey,S., Jefferson, A., &amp Sun, H. (2015). Consumers warned to throwout Nanna’s frozen berry 1 kg packets amid hepatitis A scare. NewsCorporation.Retrieved August 31, 2015, fromhttp://www.heraldsun.com.au/news/victoria/consumers-warned-to-throw-out-nannas-frozen-berry-1kg-packets-amid-hepatitis-a-scare/story-fni0fit3-1227219395358

Commonwealthof Australia (2015). Hepatitis A linked to frozen berries.Commonwealthof Australia.Retrieved August 31, 2015, fromhttp://www.health.gov.au/internet/main/publishing.nsf/Content/ohp-hep-A-media-15-frozen-berry.htm

Commonwealthof Australia (2015). Information for healthcare practitioners onHepatitis A and frozen berry product recalls. Commonwealthof Australia.Retrieved August 2015, fromhttp://www.health.gov.au/internet/main/publishing.nsf/Content/ohp-hep-A-info-gps-frozen-berry.htm

Jooste,J. &amp Beilharz, N. (2015). Further tests of frozen berriesnegative for Hepatitis AQ though health department says very strongevidence Nanna’s brand was the cause. ABC.Retrieved August, 2015, fromhttp://www.abc.net.au/news/2015-04-16/patties-testing-clears-berries-of-hepatitis-a/6396330

Kohler,A. (2015). Berries and hepatitis: The high cost of doing business.ABCthe Drum.Retrieved August 31, 2015, fromhttp://www.abc.net.au/news/2015-02-26/kohler-berries-and-hepatitis-the-high-cost-of-doing-business/6265360

Siewert,R. (2015, March 2). The system that let Hepatitis infected berriesthrough is still in place. Matilda.Retrieved 31, 2015, fromhttps://newmatilda.com/2015/03/02/system-let-hepatitis-infected-berries-through-still-place-siewert

Tan,S. (2015, February 21). Four more Hepatitis A cases linked to Nanna’sfrozen berries. FairFax Media.Retrieved August 31, 2015, fromhttp://www.smh.com.au/national/four-more-hepatitis-a-cases-linked-to-nannas-frozen-berries-20150221-13l0jw.html