The embattled board of the Market Basket supermarket chain has launched a public relations offensive by taking its message directly to the public.
A new website, dsmboardinfo.com, is intended to provide factual information from the board about the Tewksbury company's corporate governance, according to a board spokeswoman.
But it's come under fire from employees already critical of the board's rule, including attempts to fire Market Basket's CEO, approval of a $300 million shareholder payout and its decision to halt construction of three new stores. Each of those issues is addressed under a "frequently asked questions" page.
"The new Market Basket board website is a carefully crafted set of half-truths and propaganda developed by a high-priced New York PR firm and designed to allay people's fears by claiming nothing has changed, while at board meetings they are marching toward significant changes in ... taking on debt, changing leadership and stopping construction, to name but a few areas," Joe Rockwell, a Market Basket vice president, said in a statement.
"The board has no credibility with the company's associates, vendors and customers."
The site states the board has no current plans to change employee compensation and benefits, and voted to make a contribution to their profit-sharing plan at a "level consistent with what it has been for the past several years."
But employees are parsing each sentence.
"'Consistent with,'" said Cindy Whelan, manager at the Epping, N.H., store. "They're creating a gray area is what they're doing. We 'currently' have no plans. That could change tomorrow."
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