What should (and shouldn’t) happen during a food recall

– NOTICE –

By Roger Hancock, CEO of remifing infolink

Food reminders occur regularly, with recent incidents involving eggs, tomatoes, cucumbers, baby foods, etc. A report on food security found an alarming increase in food reminders last year, and as these incidents continue, consumer confidence in food security fell to a historic hollow.

Reminders occur – even in companies that regularly follow the appropriate food security protocols. A restaurant could serve it without knowing the onions that were contaminated on the farm before their arrival. Or a grocery store could sell charcuterie meats, ignoring that the products have been contaminated in the processing plant.

More important than who is at fault is how a company manages the situation, whether it has published the recall or not. Are they:

• Be honest on what happened or trying to hide the incident?
• Communicate with clear messages or provide vacant information?
• Provide information via several channels to reach a large audience or make details that are difficult to access?

Reminders are intended to protect consumers, but the process does not always work as it should. Here is what a good reminder looks like, and what to look at when things are not managed correctly.

What should happen during a food reminder
This is what you want to see during a well -managed reminder – it means that the system works to protect you.

• You hear about it quickly. In a food reminder, where consumer health can be at risk, food companies must obtain information quickly, with precision and largely. This means notifying consumers through many channels to help generate appropriate actions, reduce panic and minimize damage.
• The message is clear and specific. The recall company should explain what happened and what is going on. Food brands must include details on affected products and explain what consumers should do if they bought or consume recalled foods.
• You know where the product comes from and has been sold. The recall company must provide details on affected products, such as lot or lot numbers, sales dates, retailers who sold them, affected geographies, etc.
• You know what to do with it. Consumers must receive clear instructions to check the labels of the products, the expiration dates and the lot or lot numbers. Food brands should also explain what to do then, such as the products recalled in relation to the point of purchase for a refund, and consult a doctor if you fall sick after consuming contaminated products.
• You receive the message in different ways. Companies must use several communication channels to amplify recall messages and reach a large audience. This could include a combination of push notifications in the loyalty program, social media, their website, store signaling, QR codes and the media. The distribution of messages helps to raise awareness, educate the public and generate specific actions.
• You get updates. Food brands should provide regular updates to the progress of reminders, resolution efforts and how they support their customers, such as providing a hotline and an e-mail address to consumers to ask questions or problems of voice. Regardless of what caused the recall, the company should be compassionate, recognizing the disadvantage of their customers.

Which should not happen during a food reminder
This is what you do not want to see during a reminder – if you do, it probably means that things are not well managed. Food companies may also want to pay attention to this part.

• You discover too late. When food companies have slow response times, consumers do not immediately know the incident or to avoid recalled products. Delayed communication can hinder appropriate action, extend risks and increase damage.
• You have to decode a vague language. Confusion is the enemy of a well -transformed reminder. If the recall messages are not clear, vague or inaccurate, it can stimulate the fear of the public, increase disinformation and reduce consumer confidence in the brand.
• The message is buried or difficult to access. If the recall information is difficult to find, consumers will not know what is going on. The recall company should not simply count on their website – that most consumers do not check regularly – or on government websites – which may be slow to update – because buried messages can delay awareness and hinder the action.
• You wonder if it affects you. If there is a food reminder, but that the recall company has published vague, incomplete or confusing information, you will not definitively know if the products you have just bought were among the items recalled.
• The company is defensive or tries to hide what happened. Without precise and honest messages coming directly from the reminder, consumers can receive inaccurate and sensationalist information from social media and spread through word of mouth. The propagation of disinformation can complicate recall, prolong public health risks and harm the collection of business customers.

Although the American food supply remains the safest in the world, reminders continue. Since reminders are issued to protect public health, not necessarily due to a brand failure, do not criticize a company to recall the products. However, look at how the company manages and communicates on the recall. Companies must act quickly, communicate transparently, share precise messages, provide clear instructions and work proactively to minimize risks and protect consumers’ health.

About the author: Roger Hancock, CEO of Recall Infolink, is one of the main global experts on reminders, with an experience that extends over the retail chain, technology, data, regulations and supply. Reminder Infolink, makes reminders faster, easier and more precise throughout the supply chain to protect consumers and brands. Because the only company focused entirely on reminders.