Crisis Management: Franklin Farms

When the owners of Franklin Farms came to the difficult decision to close their 25 year old organic mushroom facility in North Franklin, CT, they needed to let the members of their industry and the local community know of the decision.  The message for the industry was that there would be no interruption in the product’s delivery and no change in its quality.  The product would be distributed from the Giorgio Fresh Company in Pennsylvania.  In addition, Franklin Farms would continue the production of its branded all natural-vegetarian products, including Portabella Veggiburgers, Portabella Veggiballs, and Portabella Veggidogs and specialty organic mushrooms in Connecticut. 

Locally, the message was quite different.  Franklin Farms was the largest tax-payer in town.  The company needed to tell the community and its local stakeholders that the decision to close down a substantial amount of its local operations was not done precipitously.  Over 300 workers would also be laid off, many of whom had 20 years of service to the company; not something the owners took lightly.  The company was anxious for workers and the community to know that they would bring in resources to help them find work.   In addition, the company would be selling most of its 300 acres and did not want local officials to make that sale difficult. 

Tactics included:

  • Correspondence to all stakeholders, including customers, employees, vendors and local officials
  • Key message development and delivery training for Franklin Farms’ president
  • Press releases to national trade press and local media
  • Media management for interviews

Summary of Results

The move to Pennsylvania resulted in limited loss of customers.  Giorgio Fresh continues to provide the company’s organic mushrooms throughout the world as the largest single site mushroom growing operation in the US.  In addition, Franklin Farms’ Connecticut continues it local operations with its branded all natural-vegetarian products.  Their Portabella Veggiburger is still the number one selling fresh veggie burger in the country.

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