There are dozens of food recalls issued every quarter in the U.S. alone. But despite the frequency of food recalls, there are a number of aspects many people – even industry leaders – may not realize.
This can create a tricky situation for food companies, especially in the age of social media. Companies must have a plan for investigating every complaint, no matter where it is shared. That includes each and every tweet, post, and comment they find. Companies should also keep in mind that consumers expect responsiveness. In fact, according to Sprout Social, 35% of users will boycott a brand if their social media message goes unanswered.
That doesn’t mean it is necessarily a bad idea to make these changes, as many consumers are looking for more healthful options. But it does mean that food companies should always ensure their recall plans are up-to-date and have been recently tested before embarking on the project.
Recalls can also have a serious impact on consumer buying behavior. In some cases, sales of entire product categories have been reduced by around 20 percent months after the recall has concluded.
In those cases, huge numbers of consumers may be notified at once – sometimes by the tens or even hundreds of thousands. When steps aren’t taken to minimize the impact, internal call centers can easily be overwhelmed.
From the plow to the plate, there is so much to know about how recalls happen in the first place and how to execute them when they do. Companies should partner with trusted advisors to understand the recall landscape, keeping both recall prevention and preparedness in mind.
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