For the third time in five years, Fonterra has blotted its copybook in China and in one sense the latest blot is the worst of the three. Unlike the melamine scandal in 2008, this one is not the fault of suppliers in another country, and unlike the nitrate scare this year, it cannot be blamed on excessive regulations elsewhere. This time the contamination happened in a Fonterra factory here and the damage to New Zealand's reputation could hardly be worse.
Certainly no babies have died, as they did from melamine, and so far there are no reports of botulism or other illness caused by the infant formula produced when bacteria infested a Fonterra pipeline. The fact that the contamination occurred as long ago as last year, and has taken until this month to be confirmed, suggests that any sickness would have occurred already.
But the formula was still on world markets until the weekend. It is too early to suggest no baby's health has suffered. Fonterra, and the manufacturers it supplies, can only wait and hope that the news becomes no worse. The commercial damage is bad enough.
Many are asking why Fonterra took so long to alert its customers to the risk. It appears to have taken two days to announce the contamination after it was confirmed by tests. Need it take that long to prepare an announcement of this nature? Obviously, the information needs to be delivered carefully so that the risk is understood and exaggerated fear is not created.
Even after two days, Fonterra was unable to say which of its customers' brands needed to be recalled and could only say that its own brands were not affected, which was not an endearing reassurance in the circumstances.