Recalls: It doesn’t matter who’s to blame if no one’s protected
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By Roger Hancock, CEO of InfoLink reminder
The recent ByHeart Infant Formula Recall is an example of what happens when callback management breaks down on multiple levels. The widespread recall in several states was initiated after botulism was detected in the brand’s organic infant formula, which research indicates came from organic whole milk powder received from a supplier. But the recall did not go smoothly, leading to significant public health risks, as well as accusations and blame.
How did the systems fail? First, retailers continued to offer contaminated infant formula even after the ByHeart recall. According to the FDA, during point-of-sale spot checks, food safety officials found more than 175 retailers in 36 states that continued to sell the recalled ByHeart formula long after the recall was initially announced. When asked why they were still carrying the recalled product, retailers responded that they were unaware of the recall, continued to receive the recalled product, or did not know which specific lots were affected.
To compound the problem, contamination of ByHeart’s formula may have started years ago before the recall was issued, leading to an expanded scope of the recall, as well as questions about the effectiveness of the nation’s food inspection and regulatory systems.
What are companies doing to protect people? There is no doubt: The ByHeart recall saw failures at every level – ingredient supplier, manufacturer, distributor and retailer – which created a real risk for families. Consumers were right to be outraged. Many mistakes were made, including late communications, unclear messages, indecisive actions and a failure to act effectively.
Not surprisingly, consumers wanted to know who was responsible. Fault is rarely a simple matter, and determining liability can be even more complicated. And, ultimately, the question of who is responsible should not be the question that drives systemic change. While holding companies accountable for recalls is certainly important, focusing solely on accountability can overshadow the glaring problems with how the incident was handled.
Companies, regulators, and the entire food industry must prioritize resolving issues related to recall management. Instead of just asking who is responsible for a recall, the more pressing questions are: What are companies doing to identify and close the gaps needed to protect people now, and how can we improve systems, processes and protocols to prevent botched recalls from happening in the future?
A call for change
In response to the mishandled ByHeart recall, the FDA appealed to food industry officials nationwide. to improve compliance to better protect consumers from recalled products. Additionally, the Safe Food Coalition – made up of national food safety advocacy groups – sent an impassioned message letter to the FDA, CDC, and Department of Health and Human Services, imploring them to implement reforms to strengthen food safety inspections and regulations, as well as improve the timeliness of recalls.
Although the shortcomings of the recall process are known and long-standing, the ByHeart crisis demonstrates that the urgent need for change has not translated into meaningful progress. When recalls are poorly managed, they can increase public health risks, as well as costs, disruption, liability and reputational damage to businesses. It is high time to properly manage recalls at every stage of the supply chain, not only to avoid liability, but also to minimize costs, disruption, damage and, above all, public health consequences.
Preparation – without pointing fingers – helps keep people safe
No single company can fully protect consumers without the cooperation of its supply chain partners. It comes down to this: responsibility is always shared, no matter who is at fault. Recalls are not primarily legal events: they are intended to protect public health.
Good execution is what matters most during a recall. Every company along the supply chain has an obligation to act quickly, communicate clearly and verify that affected products are removed from every link in the supply chain. If every business does its part, it helps reduce risks and protect public health. They also help avoid blame and responsibility, both for themselves and their business partners.
So if you’re a buyer frustrated with the way recalls are handled, you’re not wrong. You pay attention. Continue to pressure brands to improve their recall protocols. Food companies shouldn’t wait until the spotlight is on them to make the right decision. It is preparation, not reporting, that keeps people safe.
About the author: Roger Hancock, CEO of InfoLink reminderis a leading recall expert, with experience spanning retail, technology, data, regulatory and supply chain. Hancock is also a member of the steering committee of Alliance for Recall Ready Communities.
