KFC launches China campaign to rebuild brand

[AsahinaKimi]

BEIJING--KFC launched a campaign on Feb. 25 to rebuild its battered brand in China, promising tighter quality control after a scandal over misuse of drugs by its poultry suppliers.

The company, a unit of Yum Brands Inc., promised to test meat for banned drugs, strengthen oversight of farmers and encourage them to improve their technology. It said more than 1,000 small producers used by its 25 poultry suppliers have been eliminated from its network.

KFC, which is China's biggest fast-food chain with more than 4,000 outlets, was hit hard when state television reported in December that some suppliers violated rules on the use of drugs to fatten chickens. The company estimates January sales plunged 37 percent.

"Starting now, we will stress strict management and the principle of zero tolerance in food safety," Sam Sun, the chairman of Yum Restaurants China, said at a news conference. "We will immediately drop any supplier that lacks the determination or the ability to manage breeding well."

more..http://ajw.asahi.com/article/economy/business/AJ201302250144

[Dpm12]

1. HKFC

Hong Kong Fried Chicken anyone?