Expert Recall

By Mike Rozembajgier

When a consumer heads to the supermarket to pick up fresh produce, what do they look for? For many, it’s about cost – so long as the produce looks fresh, the brand with the cheapest sticker price often wins out. However, as we’ve seen time and time again, the unwritten nuances governing consumer behavior are thrown out the window during a recall event.

I recently discussed this topic in The Packer. Truth is, during a recall it’s no longer about whether the product is homegrown, imported, local or name-brand. What matters most to consumers is whether the food on their dinner table is safe.

As is so often the case, recalls present both danger and opportunity. In the produce industry, when a recall affects a single producer, their brand takes an obvious hit. However, what’s often overlooked is the potential for all other producers in that category to be tarred with the same brush. The story becomes more about the produce and not the producer. Nevertheless, if safe produce companies are able to distinguish themselves as such, they create an opportunity to buttress their brand and gain greater market share in the midst of industry disarray. More important, their products remain on the shelves while the competition does not.

In the event of a recall, the producer needs to clearly communicate and verify that their product is safe and has been safe at every level of the supply chain. The Food Safety Act of 2009 mandates that all produce be traceable back to growers by January 2010 and even though produce companies will have to cover the costs for implementing a tracking system, they’ll be glad they did. By embracing a standardized tracking system, produce companies can strategically position themselves to either minimize the effects of their own recall, or promote their own brands when others in the industry face recall situations.

Stericycle ExpertRECALL™ is the industry leader in recall logistics and regulatory compliance for consumer product, pharmaceutical, medical device, juvenile product, and food and beverage recalls. ExpertRECALL’s professionals are experts in recall management who can help you streamline the entire product recall process.