Empirical
Pink Slime Crisis
A comeback story: Rebuilt trust after a national food crisis
Problem
“Pink slime” turned BPI into a food-industry cautionary tale. The product was approved, but public perception, media scrutiny, and lost contracts had forced the closure of three of four U.S. facilities.
Spark
We helped BPI become Empirical Foods, shifting the story from controversy to credibility. A new identity, website, and communications system made transparency, research, and innovation visible, while Reduced Fat Beef reframed the product around education instead of fear.
Results
$80M revenue. 270+ employees. 50% production lift.
