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Slideshow Best photos of the year 2012 Download our Wider Image iPad app Follow Reuters Facebook Twitter RSS YouTube Read Google Earth helps put North Korea gulag system on map 09 Jan 2013 Biden says Obama could use executive orders to restrict guns 09 Jan 2013 Boston declares health emergency amid U.S. flu outbreak 09 Jan 2013 DNA pioneer James Watson takes aim at "cancer establishments" 09 Jan 2013 Obesity, lack of insurance cited in U.S. health gap 09 Jan 2013 Discussed 102 Obama says U.S. can’t afford more showdowns over debt, deficits 91 AIG may join bailout suit against U.S. government 70 DNA pioneer James Watson takes aim at ‘cancer establishments’ Sponsored Links KFC's parent apologizes to China customers over handling of food scare Tweet Share this Email Print Related News Yum says China chicken suppliers dropped before probe announced Tue, Jan 8 2013 Wall Street slips as earnings season gets under way Tue, Jan 8 2013 UPDATE 5-Yum Brands warns China sales fell more than expected Mon, Jan 7 2013 New food safety rules aim for more accountability Fri, Jan 4 2013 Start of "Santa Claus rally" dampened by "cliff' worries Mon, Dec 24 2012 Analysis & Opinion How far can the Chinese firewall stretch? Review: Chinaâ€™s red capitalism needs retooling Related Topics Investing and Taxes Simplified » World » China » A woman walks past a KFC restaurant as a logo of McDonald is reflected on a door window, in Wuhan, Hubei province, December 18, 2012. Credit: Reuters/Stringer SHANGHAI | Thu Jan 10, 2013 2:46am EST SHANGHAI (Reuters) - Fast-food chain KFC's parent Yum Brands Inc apologized to customers in China over its handling of a recent food scare that has hit the company's sales in its biggest market. "We regret shortcomings in our self-checking process, a lack of internal communication," Su Jingshi, chairman and chief executive of Yum China, wrote on the company's Weibo microblog. Yum, which gets more than half of its revenue and operating profit from China, warned on Monday that bad publicity from the safety review of its chicken suppliers had hit sales in China harder than expected in the fourth quarter. Subsequent findings by the Shanghai Food and Drug Administration found the levels of antibiotics and steroids in Yum's current batch of KFC chicken supply were safe, though the watchdog found a suspicious level of an antiviral drug in one of the eight samples tested. The scandal erupted when the official China Central Television reported in late December that some of the chicken supplied to KFC and McDonald's Corp contained excess amounts of antiviral drugs and hormones used to accelerate growth. A spokesman for Yum told Reuters on Tuesday that the firm had stopped using the two suppliers before the official probe was announced, after its own random tests showed they were not meeting Yum's own standards. LACK OF TRANSPARENCY Yum's Su also apologized for the company's failure to actively report test results to the government and a lack of transparency and speed in its external communication. Nonetheless, the bad publicity has hurt KFC's image in China, where Western brands are often regarded as safer and higher quality than Chinese peers, an important factor as food safety is often near the top of the list of consumer concerns. "They do finally apologize now, but it's too late. I don't know if other people will forgive them or not, but I certainly won't!" wrote Jackson_Dong on popular microblog site Sina Weibo. Yum, which has more than 5,100 restaurants in China and is the largest Western restaurant operator in China, pulled some products in 2005 because they contained "Sudan Red" dye, which was banned from use in food due to concerns it could lead to an increased risk of cancer. (Reporting by Adam Jourdan and Shanghai Newsroom; Editing by Ryan Woo) Investing and Taxes Simplified World China Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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