FDA Reviews Effectiveness of Food Recall Consumer Notification
08-17-2009
By Willie Bryant
The Risk Communication Advisory Committee (RCAC) to the Food and Drug Administration (FDA) met August 13-14, 2009 with the goal of advising the FDA on developing more effective recall communications. This meeting addressed research on consumers’ knowledge of food recalls and to consider means of monitoring the effectiveness of food recall notifications.
It is important for the FDA-regulated food industry to be aware of the final conclusions of the RCAC. Research shows that consumers often have general information, but not necessarily important details like specific brands and control numbers of the recalled products. One survey reviewed by the Committee indicated that most consumers get their food recall information from television.
This is an appropriate time for food firms to take steps to review their recall plans and processes. If a recall has been conducted in the past, especially a Class I recall, then a post mortem of the recall should examine the effectiveness of consumer notification. Examine the results of effectiveness checks that were conducted at the time. Review call center data, i.e., how many calls, the timeliness of the calls, the level of knowledge the consumer had, and what information was the consumer asking for relative to the recalled product.
The FDA will be raising the bar for communications with consumers.
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