Breakthrough: Media Moments That Changed The World - How How John Gummer's burger stunt was just a little too hot

Jack Murray of tells George how a media frenzy over BSE was caused by the daughter of the UK Minister for Agriculture

When you want to communicate clearly to people that something is safe the best thing is not to tell them, but instead to show them in no uncertain terms how safe it is.

This is about one of those moments.

It was Wednesday, May 16th, 1990, UK Minister for Agriculture John Gummer was attending the East Coast Boat show in his home constituency of Suffolk.

Gummer was primed and ready for a media frenzy. Why? Because people were scared about a new disease, which could affect them through eating British beef.

What happened next would indeed send the media into a frenzy, but not the kind he would've welcomed.

Listen to the full piece below.

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