Northwest Naturals
Category: Crisis Communications – Reputation recovery
Industry: Pet Food, Consumer Packaged Goods
The Challenge
Northwest Naturals, a longstanding raw pet food manufacturer, faced a national crisis when a cat death was linked to one of its products and tested positive for bird flu. Despite uncertainty around the state’s testing methods, the company voluntarily recalled the product. Within hours, misinformation spread across social media, national outlets published inaccurate stories, and the brand’s decades-long reputation was at risk.
Our Approach
We helped Northwest Naturals regain control of the narrative through rapid, transparent communication.
What Our Team Did:
- Delivered direct outreach to customers, distributors, and retailers
- Built a comprehensive FAQ hub to address questions and correct misinformation
- Developed clear, consistent messaging for all channels
- Issued media statements emphasizing safety protocols and regulatory cooperation
- Redirected media outreach toward pet industry trades
- Provided ongoing counsel as the investigation unfolded
The Results:
- Regulators cleared the company: Both the Oregon Department of Agriculture and FDA confirmed no contamination.
- Sentiment reversed: Hostile comments shifted to support as transparent updates rolled out.
- Reputation preserved: Customers, distributors, and even competitors praised the company’s openness.
- Media narrative corrected: Sensational early headlines were balanced by accurate trade coverage.
- Industry impact: Northwest Naturals emerged stronger and was later viewed as a model for crisis handling in the raw pet food space.