Roger Hancock, CEO InfoLink Recall
If your company were to be caught up in a food recall, would you know how to properly inform key stakeholders about the recall, letting them know what happened, the reasons for the recall, and what they should do? Do you know how to use different delivery channels to maximize your reach and tailor actionable messages to different audiences? And would you be able to navigate this stressful situation while maintaining consumer trust and loyalty?
Even companies with the most aggressive food safety protocols can suddenly find themselves in a recall situation due to a variety of factors, including contamination issues with a supplier or an inadvertent mistake in their own facility. Because recalls occur frequently, food companies must be prepared to manage the situation professionally, which includes the necessary crisis response communications.
In the event of a recall, companies need to confidently communicate to key stakeholders, including consumers, trade partners and regulators, that they are handling the situation appropriately. Even in stressful situations, companies must project professionalism, reassure a worried public and work to protect consumer safety and their brand reputation.
Here are some best practice tips:
Plan ahead
Food businesses need a thoughtful crisis communications plan that is prepared and practiced in advance. Details will vary, but have a framework in place before you need it. Your plan should include templates for necessary materials (press releases, social media posts, in-store signage, etc.). Also, create an FAQ document to keep your messaging clear and consistent. Run mock recall simulations to identify gaps in your knowledge and data so they can be corrected.
Tailor your messages to different audiences
Communicate what is being recalled and why, and highlight actions to take. Create action-oriented messages customized for each audience. Tell consumers what to do if they purchase (and/or consume) the contaminated product. Your trading partners will want to know what caused the problem, where the affected products are located, how to dispose of the products, and how your company is remedying the situation. Internally, keep your employees informed of the situation. Provide photos of the product with highlights of important information (such as code dates, lot codes, manufacturing facility, etc.).
Working with regulators
Regulators will monitor recalls and ensure compliance with regulations. Food businesses must comply with data and communication requirements and provide clear, accurate information to protect the public. Collaboration will go more smoothly and recalls will be more likely to be successful if companies provide complete and structured information.
Act fast
During a recall, it is important to communicate accurate information to key stakeholders, but you need to have all the facts before you communicate anything. Quicklyand more importantly Accurate Be careful with the information you send out, as incomplete, unclear, or inaccurate messages may delay the removal of contaminated items from inventory, store shelves, and/or consumers’ homes.
Leverage technology
Use technological tools to enhance communication. A big challenge in meeting recall requirements is having the right contact data, much less having it organized and accessible. For B2B contacts (such as headquarters to stores, suppliers to warehouses), companies need to keep the information up to date due to high turnover, different sales and order fulfillment systems, and more. For B2C contacts (such as consumers), communication channels are make or break. Some companies have online loyalty programs, while others rely on in-store paper sign-ups to collect customer data. Robust CRM platforms, loyalty program apps, and other technological solutions can make communication easier, more personal, and more effective. You put a lot of effort into creating the right message, but if you don’t have a way to effectively deliver it to the right people, your efforts will be in vain.
Leverage multiple communication channels
Using multiple communication channels maximizes the exposure of your message, so use a combination of your website, social media platforms, news outlets, in-store signage, app notifications, loyalty programs, email, customer and partner databases, and more to reach as many people as possible with your message. Using this multi-channel approach and keeping your message consistent across all delivery channels increases the likelihood that your message will be received, understood, and acted upon. A consistent message also prevents confusion, which can lead to frustration and inaction.
Showing interest
During a recall, key stakeholders can feel anxious, confused, and angry. Many consumers are frustrated by the frequency of recalls. Acknowledge the inconvenience and offer support.
Applying Lessons Learned
After a recall, review your communications strategy and take key lessons from this experience that can help you improve how you manage your communications efforts in the future.
While your company probably follows best practice protocols for food safety and quality, one unconscious mistake could lead to a food safety violation and subsequent recall. Therefore, it’s important to proactively prepare (and practice) for a recall in advance so your team is prepared for any scenario. If your organization is caught up in a recall, stay calm and follow your communication plan. Communicate honestly about what happened, provide a clear call to action, and be clear about your commitment to public health and food safety. Good communication helps your company maintain credibility and build strong, long-term relationships with key stakeholders.
