O brother where art thou?

Greeencore CEO Patrick Coveney has faced tough challenges during his time at the helm but the horsemeat scandal threatens to deliver the biggest blow to the company’s reputation and requires deft handling, writes Kyran Fitzgerald

At the end of January, Ned Sullivan presided over his last AGM at chairman of Greencore. He was able to state confidently that: “A situation similar to that of the horse DNA crisis could not happen at Greencore. The reputation of the company is something hard won. We do extensive risk management.”

Today, he is, no doubt, regretting this unqualified expression of confidence. He may well have already eaten his hat.