Lineage Inc., the company that rents the Los Angeles cold-storage warehouse that gushed smoke for days after a fire started last week, has done an excellent job of communicating about the crisis. Even though the company doesn’t own the facility and (probably) isn’t responsible for the incident, it’s not ducking its obligation to inform the public.

Lineage, based in Novi, Michigan, bills itself as the world’s largest global temperature-controlled warehouse REIT. The fire started June 17 at the facility containing 85 million pounds of frozen food in the Boyle Heights section of L.A. Smoke has billowed for a week and negatively affected air quality.

The warehouse’s massive size and the structural damage has made it difficult for firefighters to complete the job. Authorities said yesterday the fire was finally “knocked down,” or largely under control — a week after it started.Thankfully, no one has been injured. The fire seems to have stemmed from work done on the roof’s solar panels.

Cold Storage

Lineage has an impressive page on its website chockful of information about the incident. Below the list of updates, it has a list of questions (with answers), such as “How did the fire start?” “Has there been an ammonia release?” and “What is cold storage?” Clearly, the company’s goal is to inform.

Early on, the main text hit a lot of right notes. It declares Lineage’s commitment to health and safety and lays out concrete steps the company took in response to the blaze. It mentions Lineage worked closely with the fire department and other agencies, brought in its own water cannons from Texas and funded water drops from helicopters. It “proactively took steps to pump out the ammonia and transport it offsite,” it tells us.

It also expresses empathy. “We know many people living near our facility in Boyle Heights are deeply distraught about the fire that began on June 17, and rightfully so,” Lineage writes. It thanks first responders — “we continue to be grateful to Los Angeles’ remarkable firefighters for their brave and tireless response.”

Moving Food

It notes the company has been in the community “for years” and explains how the business helps the world: The warehouse “is part of a network that helps keep food moving safely through the global supply chain, storing and handling frozen-food products that feed millions across the Greater Los Angeles area and beyond.”

Importantly, high up in the statement Lineage lays out steps it’s taken to help the community. “Lineage has contributed $2 million to the California Community Foundation (CCF) that will be distributed to support community members who have been impacted by the fire,” it writes. “We are also continuing to work with local officials on providing air purifiers, food and other resources to the community.”

Lineage is certain to note (toward the end) that it doesn’t own the facility and wasn’t responsible for the “solar array.” In a nod to communications, the company writes, “We are also committed to sharing accurate information.” It promises to share updates as they come in. The page is also available in Spanish.

All in all, Lineage seems to be doing a lot in response to the crisis — and communicating that.

Photo Credit: Lineage

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