Bernard Matthews’ Balance Sheet and Reputation Struck by Bird Flu

About this Case Study

The case study explores the physical risks associated with disease outbreaks in the poultry industry. It details the avian influenza outbreak at Bernard Matthews’ facilities, the company’s response and the subsequent financial and reputational damage. 

Key outcomes

• The UK poultry producer suffered a GBP 20 million loss in brand value and significant layoffs due to a case of the avian influenza virus entering its facilities.
• The case study underscores the potential risks for localised disease events to having consequences on a company's brand value and market positioning.
• Since 2020, the incidence of avian influenza has become more frequent across the world. It is important for organisations in the food and beverage sector to understand their interface with nature and implement robust risk management practices to mitigate the threat of disease outbreaks.

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