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XL Meats is the largest beef processor in Canada selling across the country to such retail giants as Costco. In 2012, the Brooks, Alberta facility became contaminated with e coli and several reports of seriously ill consumers followed. Not long after the problem became public the owners announced that they were bringing in a Brazillian firm to manage the plant. In January 2013, JBS (the Brazilian firm) announced they were exercising their option to purchase the facility. This paper employs qualitative techniques to examine the role of social media and past scripts in the decision to change ownership. Themes surrounding government meat inspection, big agriculture and foreign ownership are surfaced in the development of this analysis. Social media analyzed includes public comments in news media websites, blogs, Facebook, Twitter and other social media platforms.

Social Media, XL Foods and the Decision to Sell to JBS USA