Chipotle’s ‘defensive-sounding’ CFO fuels uphill PR battle [Updated]

Jack Hartung decries unfair media, government for the chain’s recent E.Coli outbreak, but PR pros say the health-oriented brand should do more to restore consumer trust.

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In the food industry, PR pros must wake up in sweats after they dream about running from giant burritos contaminated by dangerous bacteria.

Chipotle Mexican Grill’s food safety nightmare, which began with an E. coli outbreak in nine states, continued this week as at least 120 college students fell ill in Boston from norovirus linked to Chipotle.

The company also drew criticism this week after its “defensive-sounding” chief financial officer faulted the government and the news media, Fortune reports. The message fell flat with some observers, as Bloomberg editorialized, “It’s Time for Chipotle to Eat Crow.”

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