Don’t get caught flatfooted when a recall crisis hits

Recalls have been in the news quite a bit of late, and no company ever wants to be in the media spotlight having this conversation.

The unfortunate situations, however, raise the importance of companies having crisis plans in place to deal with such recall scenarios. Getting caught flatfooted when a story of this size breaks can cause significant damage to the brand.

Below are a few cornerstone elements for a crisis plan. But any strategy is only as good as employees’ readiness. So it’s imperative that marketing communications and public relations teams regularly review and drill on plans.

• Get ahead of the story. In our digital world, news is breaking fast and from multiple channels. So companies that feel they can sit on a story, do so at their peril. As soon as an issue is discovered, get in front of it utilizing all media tools available. The caveat to this is that, while multiple channels will be utilized, the company needs one gatekeeper controlling the flow of all information. This ensures consistency of message. The only thing worse than no information being released, are details that trickle out from multiple company sources. 

• Communicate a plan. Know what the company is going to do to address the problem, and communicate it. This is the active part of the plan that helps a company steer the conversation. Good plans will highlight what the company is doing to assess why the situation occurred, as well as a focus on key steps involved in managing the recall. Plans also should emphasize the safeguards being put in place to prevent the need for a similar recall in the future. Step outside your company role and anticipate what consumers and media really want to know, versus what the company wants to say. 

• Admit the mistake. This seems like a no-brainer, but it’s surprising how many companies can’t utter the words “we are sorry.” Again, use the mediums available to your company and make it a part of all communications. Something as simple as a 30-second video clip of a company president apologizing can have a major impact, provided he or she comes across as natural and unscripted.

No company wants to face a major recall. However, having a plan in place with three simple elements – control the story; communicate your plan; and apologize – will help protect the brand in the marketplace.

Time is Now to Check FSMA Readiness

We know the Food Safety Modernization Act (FSMA) will produce a significant impact within not only the food processing industry, but also all who provide services to processors. While FSMA will change how many do business, there are questions left unanswered.

Knowing non-compliance is not an option, perhaps it’s time to turn a few of those questions into action. Companies that store product or ingredients off-site with third-party warehouses can gauge the safety of their product by posing a few simple questions to their warehouse provider.

Ask to see their Hazard Analysis & Critical Control Points (HACCP) plan. The cornerstone of FSMA is identification of possible hazards to the safety of food products, and creation of controls/procedures to significantly minimize or prevent their occurrence. For facilities storing food products, a robust, written HACCP plan is a must-have for every product type. Absent this document, the facility will be at a severe disadvantage in terms of meeting FSMA standards for protecting your product.

What is their recall/traceability plan? Another of FSMA’s cornerstones is the ability to track and trace food products to prevent a widespread outbreak. Does the warehouse facility have a detailed plan? How often do they perform recall/traceability drills? If recalls and traceability exercises utilize paper instead of computers, it’s probably a red flag of their readiness for FSMA.

How is the facility audited? There are a variety of auditors and levels that facilities can be reviewed at – warehouse, food processor, etc. If the facility is not going through an audit process, it may be another FSMA readiness red flag. Regular audits are a key component of FSMA.

Gone are the days of selecting warehousing based solely on lowest price. With the introduction of FSMA, and its increased level of accountability, food processors must now choose a “partner” rather than a “service provider.” A partner will ensure the quality of the product as if it was their own, as well as comply with FSMA standards.