Article: This week's hot topic.(Bernard Matthews PLC's bird flu outbreak)(Column)

What a week for Bernard Matthews. Reeling from the bird flu outbreak at one of its farms, it has launched two initiatives designed to pull the famous brand out of the depths of despair.

You have to feel sorry for Bernard Matthews. Jamie Oliver trashed its Turkey Twizzlers on TV two years ago, and last year staff were caught on camera playing a form of baseball--with live turkeys. And now bird flu.

Or do you? To paraphrase a famous play, one major PR disaster may be regarded as a misfortune, but to suffer two looks careless. And what about three?

Now we're in disaster ...

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