Brazil’s JBS and BRF Launch PR Campaign After Rotten Meat Raids
Posted by Rant4u
RIO DE JANEIRO (Reuters) – Meat companies JBS SA and BRF SA took out full-page advertisements in Brazilian newspapers on Saturday in efforts to burnish their image a day after police conducted a series of raids investigating bribes at meatpacking facilities.
Police said the raids, which threaten an industry with $12 billion in annual exports, were prompted by evidence that some meatpackers had paid inspectors and politicians to overlook the processing of rotten meat and exports with fraudulent documentation and even traces of salmonella.
Facing a crisis that even Brazil’s government said threatens its reputation as one of the world’s biggest exporters of meat products, JBS and BRF launched a public relations offensive to defend the integrity of their practices.
“Quality is the foremost priority of JBS and its brands,” read an advertisement by JBS, the world’s largest meat producer, in publications that included the major dailies of São Paulo and Rio de Janeiro, plus the weekly newsmagazine Veja. Read More
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