Japan’s largest meat processing firm Nippon Meat Packers revealed yesterday [Tuesday] that it will call off a sales promotion campaign scheduled for this autumn in a bid to regain consumer trust following revelations that it mislabelled products to profit from a government beef buyback programme during the BSE crisis.
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According to a report in the Nikkei, Nippon had been planning to use popular baseball and soccer players for the campaign, which had been scheduled to run from 2 September through 10 November.
A spokesperson from the group said that by cancelling the campaign it aimed to show the public that it regrets taking part in the mislabelling fraud.
Nippon has already voluntarily suspended the majority of its advertising activities. Later in August it will also pull out of its forest conservation drive.
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