There's just one problem: will that be enough? My feeling: it won't be. Hershey has a terrible problem on its hands, in my opinion, because I think the headline risk on this subject has a chance of getting much worse; even if Hershey doesn't have a problem with its peanut-butter candies, all this negative talk about the food won't help.

And as for me, well, even though it is apparently safe, I will not eat the Reese's Peanut Butter Cup until further notice (I also will take the advice of the government and not eat any peanut-butter cookies, bars, etc.). In fact, even though, at the time of this writing (and I stress at the time of this writing, because this story continues to evolve), peanut butter found in jars at supermarket shelves is said to be okay, I am going to be cautious about those products as well. I may end up avoiding them, too.

What does this mean for Hershey shareholders? Not a thing, assuming you are a long-term investor. The company will survive this, no question. Food businesses have been down this road before. In the short-term, though, this is pretty rough.

Hershey has to figure out a way to market the fact that Reese's products are okay as of now (keep up with the story in case new information says otherwise). Plus, Hershey will need to repair whatever injury to brand image the Reese's name has suffered due to this outbreak (as will the peanut industry in general), because you have to believe some people will now avoid the products long after this is over. That will require new advertising campaigns and promotions, and a lot of consumer education. In the short term, I think Hershey's stock could be slightly risky, so I wouldn't necessarily take a position in it now. Again, though, if you are a long-term holder, any weakness could be a buying opportunity (the final decision, though, is always yours to make).

Disclosure: I don't own any company mentioned; positions can change without notice.