Thought Leadership

On January 14th, the CDC reported the conclusion of an outbreak of Salmonella Agbeni illnesses that initially began in November of last year. The outbreak of Salmonella – which can cause diarrhea, fever, and abdominal cramps and can result in death if left untreated – was linked to four types of Duncan Hines boxed cake mix.

In October, the FDA released new draft guidance for the Food Safety Modernization Act (FSMA) on how to meet its seven key rules for ensuring the safety of our food supply. A month later, the nation was hit with yet another major food-borne outbreak – E. coli-contaminated romaine lettuce that killed five and sickened hundreds of consumers across 36 states.

While recalls vary widely in their scope and impact, the truth is that there really are no small recalls. When it comes to brand reputation and consumer perception, the scale of a recall often doesn’t matter. One negative media report or one simple mistake can turn a small, seemingly manageable event into a much larger problem. To truly protect their brands, companies need to be prepared for a recall of any size.

When an issue is reported that may require a product recall, the onus is on manufacturers and producers to investigate and respond accordingly. Companies that have never been through the experience before may go into it with assumptions, while those that have one under their belts often become complacent. Either way, there are several expectations that may not meet the reality. Expectation: We’re unlikely to suffer a recall because of the safety protocols we have in place.

Halloween is just around the corner. For many, that means haunted houses, creepy costumes, and scary movies. But for business leaders, none of those is anywhere near as terrifying as a product recall. And it’s no wonder. If a recall is mismanaged, it can lead to brand damage, lost market share, and legal liability. Rather than turn away, it is best to take a look at some of the top recall horror stories – and how to escape them.