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In the face of a food recall, effective communication is crucial. Roger Hancock, CEO of Recall InfoLink, outlines nine strategies for managing recalls. From developing a proactive communication plan to leveraging technology and multiple channels, Hancock discusses the importance of accuracy, speed and stakeholder engagement. As recalls reach a five-year high, these insights provide a roadmap for businesses to handle crises with transparency and care, ensuring the trust and loyalty of consumers and partners.

When food manufacturers – and other food businesses – are involved in recalls, they have many logistics to manage, from identifying the source of the breach to quickly and effectively removing affected products from the marketplace.

Communication is one of the most essential activities around a recall: properly informing key stakeholders about what happened, the reason for the recall, and what to do next.

Companies must understand how to develop actionable messages, customise those messages for different audiences, use various delivery channels to maximise their reach and manage the situation in a way that retains key stakeholders’ trust and loyalty.

Even food manufacturers that follow best practice safety protocols could have a food safety breach and subsequent recall. Despite extensive efforts, there could be a contamination issue from a supplier, a mislabeled allergen, or a simple human error that jeopardises food safety.

With food recalls recently reaching a five-year high, every company must be prepared to expertly manage a recall – and that includes handling communications properly and professionally.

Here are nine ways to accomplish this.

9 strategies for managing recalls

1. Plan ahead 📅

Food businesses need a strategic communication plan that’s prepared and practised in advance. While the details will vary depending on the situation, it’s wise to have a prepared framework in place before you need it. Include templates for necessary materials (eg. press releases, social media posts, etc.). Run mock recall simulations to help your team understand what to do in an actual recall.

2. Act fast🏃

But be accurate. During a recall, it’s critical to act fast, communicating accurate information to key stakeholders, including customers, employees, trading partners, regulatory agencies and the media. However, before you communicate about the recall, know the facts.

While it’s important to get information out quickly, it’s more important to be accurate with the information you share. Any inaccurate, incomplete, or unclear information could delay the removal of contaminated items from inventory, store shelves, and/or consumers’ homes.

3. Prioritise action-oriented messages📋

Communicate three important things: what’s being recalled, why it’s being recalled and what needs to happen next. Tailor your messages for each audience. For instance, consumers need to know what to do if they bought (and/or ate) contaminated products.

For trading partners, provide information about the source of the problem, where the affected products are located, how to dispose of the products and how your company is rectifying the situation. Internally, keep employees informed about what’s happening. Provide pictures of products that highlight critical information (ie. code dates, lot codes, production facilities, etc.).

Keep messages short, clear and actionable.

4. Leverage technology 🖥️📱💻

Tech tools can elevate your communication efforts. A major challenge when trying to meet recall requirements is having contact data available – much less having it organised and accessible.

For B2B contacts (eg. corporate office to stores, supplier to warehouses), companies must keep the information updated due to high turnover rates, disparate systems and other challenges. For B2C contacts (like consumers), communication channels can be hit or miss. Some companies may have sophisticated, updated online loyalty programmes, while others rely on in-store paper sign-ups to collect customer data.

Using tech tools – like a robust CRM platform, a loyalty programme app or another solution – makes communication more streamlined, personal and effective.

5. Leverage multiple communication channels 📺

It’s not enough to simply issue a press release and hope people see it. Utilise multiple communication channels to maximise exposure for your messages and increase the chances that key audiences see, understand and act upon this important information.

Leverage a combination of your website, social media platforms, news outlets, app notifications, emails, and customer and partner databases, etc. to expand your reach.

6. Collaborate with regulatory agencies ⚖️

During food recalls, regulatory agencies often have additional communication requirements for food businesses to follow. These may include recall notifications, updates and the use of specific templates. Include this information – along with regulatory contacts and any other procedures to be followed – in your recall communication plan to make this collaboration easier, more efficient and less stressful.

In a chaotic recall situation, you don’t want to be scrambling around looking for contact information, templates or other regulatory requirements. Being well-organised will help your company better comply with regulatory agencies’ data and communications requirements.

7. Show concern 🫂

During a recall, consumers, trading partners and other stakeholders may feel upset, anxious, confused or angry. For instance, many consumers are frustrated that recalls have been happening so frequently. Acknowledge the inconvenience and offer support.

8. Monitor and respond to feedback ✍️

Ensure someone from your team is proactively monitoring social media and emails to acknowledge and address feedback from consumers, suppliers and others. Be transparent about what happened, demonstrating that your company is handling the situation properly and responsibly.

Explain the steps your organisation is taking to ensure a similar situation doesn’t happen again. Reiterate your concern for food safety and public health. Don’t get defensive or engage in negative social media exchanges. Remind customers how much you value their business.

9. Apply lessons learned 🧑‍🏫

After the recall, meet with your internal team, review your communications strategies and discuss what you’ve learned from the experience. What are the key takeaways that could improve the way you manage future communication efforts?

Final thoughts

Even if your company adheres to the strictest food safety and quality protocols, even a minor mistake can trigger a food recall. Therefore, it’s crucial to be well-prepared for a recall, including managing communication efforts. If a recall occurs, remain calm and follow your communications plan.

Be transparent about the situation, provide actionable messages tailored to each audience, use multiple communication channels and emphasise your commitment to public health and food safety.

These nine tips will guide you in effectively communicating during a recall while preserving the trust and loyalty of key stakeholders.