Crisis Communication Plan

Death of U.S. Show Swine who were Fed

MoorMan’s Showtec Feed Products

April 9, 2020

Plan Test Date: April 1, 2021

 Table of Contents

Message from CEO-Introduction 3

Purpose & Objectives 4

External Key Publics 5

Internal Key Publics 6

Crisis Communication Team 7

Media Spokespersons 8

Interview Tips/Possible Questions 9

Experts & Emergency Personnel 10

Crisis Control Room (Supplies/Layout) 11

Key Messages 12

Dissemination of Key Messages 13

Pre-Information (News Release) 14

Evaluation Techniques 15

Closing Statement 16

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 A Message from Our CEO
Hello,
MoorMan’s Showtec feeds, created by Archer Daniels
Midland (ADM), is an admired company in the show industry. It
is a leader in show livestock nutrition and has been making
quality livestock feeds since the late 1800’s. Because of the
public’s widespread trust in our company and our products, it is
vital that ADM and MoorMan’s Showtec be fully prepared for
any possible crisis that could occur within the company. It is our
desire to provide quality feeds to our customers and to prepare for
any crisis that could hinder their livestock’s success.

MoorMan’s Showtec lies within its purpose: “Champion Performance through Feed
Technology.” In order to fulfill this purpose, it is necessary to provide quality products to our
consumers. We must be prepared for any issue that could arise involving the safety and well-
being of those using our products. We must be able to manage the crisis accordingly and ensure
that it does not occur in the future.

As a company that operates internationally, employing thousands, we must be careful to

ensure the safety of our products around our country and world. While the company has never
experienced animal death from our products, our growing demands makes the issue of possible
deaths more likely.

The issue of animal deaths could threaten our reputation of developing quality feeds and
products. Part of our vision is to help grow champions within the livestock show industry.
Therefore, it is our responsibility to provide feed products to show swine competitors in the
United States and beyond that will reflect well upon MoorMan’s Showtec feeds.

While this issue would affect our company and show swine raisers, it also has the
potential to create an uneasy feeling amongst pork consumers and livestock auction bidders.
With show swine dying, many consumers could become wary about the safety of pork products
they may be consuming. We must protect our customers, the people who consumer pork, and our
company.

Overall, this issue could affect a part of the MoorMan’s Showtec company financially
and dampen the respect as a leader in the show industry. MoorMan’s Showtec is committed to
providing quality products for animals and our people and will take responsibility of any issues
that may arise in the future.

Juan R. Luciano
Juan Ricardo Luciano
Chairman and CEO

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 Purpose and Objectives
In the event of this crisis, reassuring consumer and livestock safety is of the highest priority. We
will begin working immediately to find the source of the fatalities in a timely manner,
maintaining transparency throughout. We will maintain contact with consumers facing deaths
from the products involved. We will also maintain contact with the media as new information
arises so that the safety and welfare of the people and animals involved are secured as soon as
possible. Informing our consumers on any updates or findings is extremely crucial. This plan will
ensure a clear plan of action in response to such a crisis, and will help refrain from confusion,
allowing the company to find a solution as quick as possible.

Objectives:

1. Initiate the crisis communication plan within 3 hours of the crisis

2. Gather crisis communication team
3. Notify emergency personnel and key internal publics immediately by phone
4. Notify swine producers feeding MoorMan’s Showtec Products and wholesalers
immediately by phone
5. Publish a press release on ADM.com and send to major media outlets for mass exposure
6. Prepare media spokesperson to do a public service announcement within 2 hours after
crisis communication plan begins
7. Update news outlets via social media posts and by phone as new information is
discovered, ensuring transparency to the public
8. Work with experts to identify reason for deaths within three days
9. Work with experts to identify which product caused deaths within three days
10. Make source of deaths public along with plan to fix the product
11. Reevaluate crisis communication plan for effectiveness within two weeks of source being
discovered

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 External Key Publics

National Television News Personnel

Station News Director Phone Email

MSNBC Derek Nathans 885-123-0095 dnathans@msnbc.com

CNN Amanda Wills 885-123-0096 awills@cnn.com

Fox News Tom Homan 885-123-0097 thoman@fox.com

Local stations of areas affected

National Print News Personnel

Paper News Director Phone Email

USA Today Camden Thomas 885-123-0098 cthom@usa.com

AgDaily Dan Brown 885-123-0099 dang@agdly.com

The New York Times Lisa Green 885-123-1111 lgreen@nyt.com

National Radio News Personnel

Station News Director Phone Email

Farm Radio Bobby Brown 885-123-1112 bbrown@fradio.com

Local stations of areas affected

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 Internal Key Publics

I. Board of Directors- Senior Leadership Divisions

Juan R. Luciano- Chairman of the Board of Directors, President, and Chief Executive Officer

Ben Bard- Vice President, Global Chief Compliance Officer, Head of Global Security

Camille Batiste- President, Global Supply Chain, President, Nutrition Optimization

Veronica L. Braker- Senior Vice President, Global Operations

Christopher M. Cuddy- Senior Vice President, President, Carbohydrate Solutions

Domingo Lastra- President, South America

Ismael Roig- President, Europe, Middle East, and Africa

II. Executive Management Divisions

Pierre-Christophe Duprat- President, Animal Nutrition

Kristy Folkwein- Senior Vice President- Chief Information Officer

Ian Pinner- Chief Strategy and Innovation Officer

Vikram Luthar- Senior Vice President, Chief Financial Officer, Nutrition

Todd A. Werpy- Senior Vice President, Chief Science Officer

III. All Staff

IV. Shareholders
V. Investors

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 Crisis Communication Team

Michael D’Ambrose Director of 885-123-1112 mdamb@showtec.com

Communications
Kristy Folkwein Asst. Director of 885-123-1113 kfolk@showtec.com
Communications
Kami Brown Director of Media 885-123-1114 kambrown@showtec.com
Relations
Ryan Drake Primary Media 885-123-1115 rdrake@showtec.com
Spokesperson (English)
Dr. Jose Rodriguez Primary Media 885-123-1116 jrod@showtec.com
Spokesperson (Spanish)
Hellen Carter Director of Public 885-123-1117 helcarter@showtec.com
Relations
Kenny Lake Public Relations 885-123-1118 klake@showtec.com
Officer/ Event
Coordinator

Camryn Davis Public Relations 885-123-1119 camdavis@showtec.com

Officer/ Environ.
Affairs

Leslie Franks Call Center Director 885-123-1120 lfranks@showtec.com

Bill Dyess Call Center Director 885-123-1121 bdyess@showtec.com
Austin Waylon Call Center Director 885-123-1122 awayl@showtec.com
Jamie Hyland Web and Social Media 885-123-1123 jamhy@showtec.com
Manager
Jessica Steele Social Media Specialist 885-123-1124 jessteele@showtec.com

Davis Lee Web 885-123-1125 dlee@showtec.com

Developer/Designer
Amber Gross Print Communications 885-123-1126 ambgro@showtec.com
Manager

Dr. Lisa Kay Veterinarian 885-123-1127 lisakay@showtec.com

Bob Brill General Counsel 885-123-1128 bbrill@showtec.com
Joe Reddin Legislative Affairs 885-123-1129 jred@showtec.com

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 Media Spokespersons

The primary spokespersons for the company during this crisis will be Ryan Drake (English
media) and Dr. Jose Rodriguez (Spanish media). In the case where Drake is not available, our
Director of Communications, Michael D’Ambrose, will serve as the spokesperson. In the case
where Dr. Rodriguez is not available, Michael D’Ambrose will serve as the spokesperson since
he is fluent in both English and Spanish.

Ryan Drake
Primary Media Spokesperson (English)
885-123-1115
rdrake@showtec.com

Dr. Jose Rodriguez

Primary Media Spokesperson (Spanish)
885-123-1116
jrod@showtec.com

Michael D’Ambrose
Director of Communications
Backup Spokesperson (English/Spanish)
885-123-1112
mdamb@showtec.com

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Interview Tips:

1. Always prepare with intended questions asked prior to the interview

2. Speak in a positive light
3. Never ever a question you are unsure of or do not have an answer for
4. Express our concerns and desire to remain transparent with the public
5. Speak confidently

Potential Questions/Responses:

1. Where did your company go wrong in ensuring safe products for animal consumption?

Let me assure you that ADM and MoorMan’s ShowTec takes the safety of our consumers and their
animals seriously. We are still working to find the source of the problem and will alert the public
when a discovery has been made. Please note we are working diligently to find answers. We regret the
loss that swine producers and showman are facing and are working to ensure no other swine are at
risk.

2. What do you have to say to consumers who have experienced death due to feeding your products to
their swine?

On behalf of ADM Nutrition and MoorMan’s ShowTec Products, we would like to express our most
sincere apology to producers and consumers. It is always our desire to provide you with high quality,
wholesome products. We have addressed the issue and will fix it as soon as possible. We hope that
you all are aware of our efforts and will be patient with us as we find a solution.

3. Who is responsible for testing of products to make sure things like these don’t happen; have they been
fired?

MoorMan’s ShowTec and ADM is committed to transparency and open communication with our
consumers, the media, and the general public. Our products are tested and created with specific
formulas in hopes that something like this wouldn’t happen. We follow standard biosecurity measures,
operating procedures, and have ensured all of our employees are of good health. As mentioned before,
we are currently investigating the situation and will inform you when we find out more information.
As of now, no employees have been let go.

4. Is the company going to refund customers in any way to help make up for their loss?

Due to the vast area of coverage and products offered by ShowTec, we are unable to refund every
single customer. In light of this, we still offer our deepest condolences and are working to find a
solution to the problem. Our main goal has always been to provide champion quality feeds and
supplements to consumers, and we will continue reaching towards that.

5. Which product was contaminated? Will it be pulled off of shelves until a solution is found?

At this point our team of scientists are working diligently to find the root of the problem. as mentioned
before, we will update the public with any new information once we are alerted of it. Once the specific
product has been determined we will announce it immediately and go from there.

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 Experts

Veterinary Expert 885-123-1130 jhowe@vetmed.com

Dr. John Howe
President, American Veterinary
Medicine Association

Animal Toxicology Expert 885-123-1131 davidd@vettox.com

Dr. David Dorman
President, American Board
of Veterinary Toxicology

Swine Nutritionist Expert 885-123-1132 ferdalm@adm.com

Dr. Ferdinando Almeida
Research Scientist, Swine Nutritionist,
ADM Animal Nutrition

Emergency Personnel

United States Department of Agriculture 815-926-1558

Division of Nutrition
1400 Independence Ave, S.W.
Washington, D.C.

Food and Drug Administration 1-888-463-6332

10903 New Hampshire Avenue
Silver Spring, MD

National Swine Registry 765-463-3594

2639 Yeager Road
West Lafayette, IN

State Departments of Agriculture

State Extension Offices
Veterinarians in areas affected

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 Crisis Control Room
Equipment:

Computers with Internet access Printers with Fax Access

Pens/Pencils Blank Paper
Copy Paper Notebooks
Highlighters Paper Clips
Staplers Staples
Tape Thumb Tacks
Televisions White Boards
Bulletin Board Extension Cords
Beverages Snacks
Coffee Maker Coffee Supplies
Utensils and Paperware Batteries
Trash Cans 3-Hole Punch
USB Flash drives Dry Erase Markers
Hand soap/sanitizer Printer Ink
Multiple Headsets Microwave
Accessible Restroom Toiletries
Tables Chairs
Projector Telephones

Crisis Control Room Layout

Media Relations Call Center

Public Relations
Web/Social Media

Other Print
Snacks/
Drinks
Director of Communications

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 Key Messages

1. Consumer/public safety is of utmost concern.

2. Animal welfare is of utmost concern.
3. We apologize for the incident and are working hard to resolve the issue.
4. Our researchers and experts are working diligently to find the source of death.
5. We are committed to maintaining transparency through communication with the public.
6. We are committed to providing updates as new information is discovered.

In the event that this crisis occurs, our media spokespersons will speak in regard to the above key
messages. This will ensure information is accurately represented and that the same thing is said
to all media outlets. Having key messages prepared for our spokespersons will aid in his/her
composure during the interview and will result in an exact and accurate message being spread.

“MoorMan’s ShowTec is committed to making sure animal welfare and consumer safety are of
top priority throughout this investigation. We are working diligently to determine the source of
the fatalities and will continue to maintain transparency through communication efforts
throughout this process. On behalf of MoorMan’s and ADM, we send our apologies to our
consumers and want you to know that we will keep you updated with any new discoveries.”

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 Dissemination of Key Messages

External Publics:

It is important that MoorMan’s Showtec is proactive at disseminating key messages to external

publics. This will prevent a framing issue made by the media or public and will ensure that our
company is first to deliver information in regard to the issue.

• News release will be published to MoorMan’s ShowTec website and emailed to all
retailers.
o Will also be sent to major media outlets
• Media spokespersons will be recorded explaining the issue and the plan put in place by
MoorMan’s Showtec. The video(s) will be posted to our website and be made available
upon request by major media outlets.
• Facebook will be utilized to publish periodic updates and answer any question/concerns.

Internal Publics:

Internal publics should be contacted immediately in response to the occurrence of animal deaths.
Internal members must be made aware of the issue and the plan of action before external publics
are notified. By doing so, all members of the crisis team and internal members will be on the
same page resulting in all messages being conveyed in an efficient manner.

• Each member of internal key public will be notified via email or phone call upon hearing
of the issue.
• Each member will be emailed updates on the progress of the plan of action and
investigation. This will be similar to updates given to the external publics via media
outlets.
• Internal key publics will make phone calls to consumers experiencing deaths to obtain
more information in regard to the issue that could help with the investigation.
• Phone calls to wholesalers/retailers will be made to make them aware of the issue and
will urge to share information with customers.

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 Pre-Information

• Company Values- explains the values and foundation under which the company operates
• Company Mission Statement- explains overall goal of the company
• Code of Conduct- outlines expectations and responsibilities of all employees
• Total Process Safety Guidelines- outlines inspection and testing products and operation
of production equipment/controls that work to prevent incidents

News Release

Contact Name: ______________________

Contact Phone Number: _______________

For Immediate Release

US Show Swine Die from Feed Products

_________ United States show swine who were fed products from MoorMan’s ShowTec
have died over the last ______ days.

When MoorMan’s was informed of these deaths, the company’s crisis communication
management team began working to find the source. Although the source is still unknown at this
time, an investigation is underway.

“Our No.1 priority in this issue is the safety of our customers, swine consumers, and
show swine,” said Juan Luciano, ADM CEO. “Our team is working diligently with experts and
scientists to locate the source of the issue so that threats can be stopped in the future.”

MoorMan’s Communications Manager, Michael D’Ambrose commented saying that as

new information is found, announcements will be made on the company’s website and through
press releases via media outlets. A final statement will be made once the source is determined.

MoorMan’s Showtec is one of the world’s leading producers in livestock show feeds and
supplements. Products offered by MoorMan’s have researched-proven and time-tested products
and programs that have led many exhibitors into the championship drive. This company offers
knowledge, functional ingredients, and a one-of-a-kind feed technology group to its consumers.

-###-

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 Evaluation Techniques

Within 15 days of the official cessation of emergency operations, an evaluation of the

effectiveness of the Crisis Communications Plan will be conducted. The evaluation will help
analyze parts of the plan to determine what worked and what should be improved upon. The
evaluation results will be used to update the current and future communications plans for future
use. The evaluation will cover key messages, key publics, and outreach methods.

Internal Focus Group

An internal focus group made up of members of the crisis communications team will be used to
identify what worked well, and what areas of the plan could be improved upon. Members of this
group will have the opportunity to express themselves and their concerns/comments without any
repercussions. By the end of the session, each member of the group will be given a free response
survey question form that will be submitted anonymously. This will give members an
opportunity to express, in detail, any concerns or problems encountered throughout the crisis
management process.

Public Opinion Survey

A survey consisting of free response and multiple-choice rating questions will be distributed to
consumers via email who contacted the company for more information about the crisis. This
survey will ask consumers about their customer service experience and their response to how the
crisis was managed.

Media Relations Survey

A short survey will be given to the media relations team asking for response to how the company
complied with media outreaches. This will give the team an opportunity to reflect on their
personal experiences with working with media outlets, social media, and the company as a whole
to distribute information regarding the issue.

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 Closing Statement
MoorMan’s ShowTec and ADM have always held the health and safety of its consumers and
their livestock of the highest priority. Responding quickly to a crisis situation with an effective
response plan is critical to controlling the spread of death amongst livestock. With an effective
plan, communication to the public and other stakeholders can be done quickly and accurately.
We understand that our employees share our commitment to the safety of our products and
appreciate your cooperation with the guidelines set forth in this plan of action. Together we can
make sure that the impact on our company and consumers is minimized. Thank you for taking
the time to explore this plan and for your continuous commitment and support of our core values.

Juan R. Luciano
CEO

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