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According to published reports, Maple Leaf invited journalists on Monday to tour the Bartor Road facility, which was the source of the contaminated product, and see renovations there as well as new food safety protocols.

The company has also broadcasted TV ads in which President and CEO Michael McCain attempts to reassure consumers: "I promised you that Maple Leaf will always put food safety first, and we have," he said in one TV spot (see below). "The recall is over, and the problems that led to it have been fixed."

A Maple Leaf spokeswoman said the ad campaign stems from a recent poll commissioned by the company. It showed that, although confidence in the brand had risen, many consumers still didn't know the recall was over.

Source: Meatingplace.com