As communications professionals and the protectors of our brands, we often discuss crisis management and what our plans look like. What happens when there the crisis is so unimaginable that there is no plan to react?
In early 2018, Christopher Ranch became the subject of the Netflix series Rotten where the show implicated the family business for importing Chinese garlic and selling it to consumers as American Grown. The company immediately put together a plan of action.
Just as it seemed they were fully recovered, the unimaginable happened. A gunman opened fire during the annual Gilroy Garlic Festival. What happened next is a story best told from the man at the helm of the ship.