AquAdvantage Salmon: Communicating to Build Consumer Confidence
AquaBounty Technologies, Inc. (AquaBounty) was a small, U.S. biotechnology company that focused on improving productivity in commercial aquaculture. In 2015, the company had received approval from the U.S. Food and Drug Administration to sell its genetically modified AquAdvantage salmon in the United States. Public reaction was mixed, with heavy criticism from some environmentalists. One year later, in May 2016, AquaBounty received approval from Health Canada to sell AquAdvantage salmon in Canada. The company's director of Corporate Communications needed to prepare for the announcement of Health Canada's approval, to be made public later that week. What should he include in the company's issues management plan to ensure that AquaBounty would receive balanced feedback from the Canadian public?