The horsemeat scandal which led TV news bulletins and saw newspaper splashes and internet chatter for several weeks has died down - for now.
Such is the nature of news. There are other scandals that have pushed 'horse DNA' off the media menu: the financial crisis in Cyprus, the fallout from the British Chancellor George Osbourne's March Budget and, of course, North Korea's threat to bomb the USA.
The world's been busy.
But the beef issue persists - like a piece of stringy meat stuck between your teeth after a hearty meal. Supermarkets are still having to withdraw processed meat products from their shelves and there's been no official 'all clear' from health authorities that the meat in our readymeals is exactly as it's described on the package.
In fact, the scandal has moved to Indian restaurants where there have been unconfirmed reports of 'mystery meat' in what was being sold as lamb or chicken curry.
There's a delicate balancing act between public safety messages and saving the food industry from the inevitable loss of income and the potential for large job cuts.
So, who's responsible for sorting this out and restoring the public's faith in the reputation and integrity of everyone involved in food processing, distribution and retail?
The food industry? Supermarkets? Local councils? The government? The European Union?
The answer has to be 'all of the above'.
Save our meat and save it now!
Thoughts on customer service, communication and, of course, reputation management.