Your loyalty cards could save your life
It is well known that direct-to-consumer communication regarding food recalls needs to be improved. Currently, there is no legal obligation for food companies to directly notify consumers in the event of a food product recall. Although recalls may be publicly posted on the FDA or USDA websites, it is up to consumers to find them. Consumers most at risk are often those who don’t hear about a recall until it’s too late. Compounding the problem, DTC recall communication lacks a standardized approach, impacting how consumers can access critical information and whether they are notified of recalls.
Recently, the United States Public Interest Research Group (PIRG) Education Fund released a Food for thought 2026 report which highlights concerns regarding direct-to-consumer recall communication, particularly regarding notification delays, communication gaps, and lack of transparency. According to the report, delays remain a serious problem.
The report also highlights that government agencies, like the FDA and USDA, do not publish all food recalls on their websites, only highlighting the recalls that they believe they present a “significant or serious risk” to public health. However, it is not a foolproof system. As cited in the report, they have not released information about a recent recall of potentially deadly Class 1 breadcrumbs. According to the report, the current system is flawed, with no specific requirements for notifying grocery stores, restaurants or consumers of food recalls.
The PIRG report encourages the use of technology programs to identify consumers who have purchased recalled products and send them understandable recall notifications. Loyalty programs allow the food industry to distribute personalized recall alerts to consumers on products they actually purchased.
Loyalty programs only work if consumers sign up
As advocates call for better recall notifications, better communication and more DTC alerts, they say food brands should be required to notify consumers directly. Retailers must offer shoppers a way to be contacted by phone, text, email, or push notification from an app. Often the easiest way to do this is through loyalty programs. Loyalty programs help businesses monitor purchase history and send targeted notifications directly to consumers who have purchased potentially affected products, instead of just posting general public service announcements.
However, loyalty programs will not work as a recall notification tool unless consumers actually sign up, which means retailers must actively encourage registration and consumers must opt-in.
Consumer participation is what makes targeted, purchase-based notification possible. It is therefore essential that consumers join loyalty programs for the stores they frequent and the products they purchase. Recall notification systems are only as effective as the data behind them. Currently, the data is incomplete because many consumers have not enrolled in these programs, meaning they will miss critical recall notifications.
Signing up for loyalty programs at the stores they frequent is one of the most concrete steps a consumer can take right now to protect themselves.
Caution about sharing personal data is reasonable and deserves recognition. Only share your contact information with reputable companies that can protect it. But be aware that this is a different calculation than typing your email into a random app or website. The trade-off is worth it: When you share your contact details with stores you trust, you’ll be notified when it matters most.
Of course, food brands should use loyalty programs as just another tool in their toolbox, in addition to other forms of DTC reporting. When food brands use a multi-channel approach, they can reach consumers in different ways. Recall information on their websites and social media platforms, press releases, QR codes on labels, and knowledgeable supply chain partners are all part of a successful recall communications strategy.
Improving direct communication with consumers regarding recalls will help broaden reach, maximize awareness and lead to appropriate actions, ensuring greater consumer safety. Technology solutions such as loyalty programs provide food companies with a faster, more accurate way to deliver understandable recall information directly to consumers who have purchased affected products. Consumers need to do their part and sign up for loyalty programs: this quick effort could save your life.
About the author: Roger Hancock is CEO of InfoLink reminder. Recall InfoLink makes recalls faster, easier and more accurate throughout the supply chain to protect consumers and brands. As the only company focused entirely on recalls, Recall InfoLink’s solutions drive immediate action, streamline the recall process and simplify compliance.
