Product tampering with needles causes debris in a sector worth millions of dollars
September 2018/ It was global news – needles were being found in strawberries all over Australia. As they were getting closer to tracking down the criminal, needles started turning up in bananas and apples as well. Copycats increased the complexity of the situation. The government promised a reward of $100,000 for useful information about the perpetrator and threatened with the maximum sentence of 15 years. Things went from bad to worse: tons of fruit were dumped, New Zealand no longer wanted to import Australian fruit. This case shows how deficient crisis communication can affect an entire sector.