by Kevin Coupe
Maybe you heard about it.
How a Russian cyber-criminal group staged a ransomware attack on JBS, the world's largest meat processing company. The breach resulted in a number of JBS's operations to be shut down, though reports are now that everything is back up and running as the FBI looks to being a group called REvil to justice.
The attack and the resulting media coverage resulted in consumers having a lot of questions about meat supply, and whether they had anything to worry about.
I'm a big proponent of the notion that when there's an elephant in the room, the best way to deal with it is to actually deal with it. You can't hide from it, so you might as well go right up to it, introduce yourself, and come to grips with whatever the implications may be.
Which is what Denver-based retailer Tony's Market - which has a reputation for having the best meat in the city - did.
Here's the email that went out. Direct. Specific. Respectful. Clear.
This is how you communicate.