By Roger Hancock, CEO of Recall InfoLink
Key Takeaways:
- Shift from individual to collaborative recall management: Food businesses should transition from handling recalls independently to a supply chain-wide approach for faster, more accurate, and comprehensive recalls.
- Standardize processes and integrate technology: Use shared systems, standardized data, and recall management software to improve visibility, traceability, and communication across the supply chain.
- Prepare and practice with partners: Conduct collaborative recall simulations, define clear roles and responsibilities, and regularly review lessons learned to enhance recall readiness and efficiency.
For any food business, the most important part of recall management is consumer protection, and the second priority is brand protection. Elevating both public health and brand protection during a recall may feel daunting, but the key to success is managing recalls collaboratively as a supply chain.
Handling recalls collaboratively vs. individually
When food businesses plan and handle recalls individually, it can leave consumers and brands at risk:
- Working as individual companies — rather than galvanizing with supply chain partners — often results in inaccuracies, inefficiencies, and confusion, as information and action aren’t streamlined between manufacturers, distributors, retailers, etc.
- Working in “silos” means there’s no consistent data set, communication template, or management tool shared between trading partners.
- When each company conducts recalls “their own way,” these disconnected efforts can hinder recall efforts, making them slower, more error-prone, and less efficient, at a time when every moment counts.
It’s time for a mindset shift, switching from an individual company process to a supply chain process. This helps disseminate information wider and faster, track the path of compromised products more accurately, and recall contaminated foods more efficiently and completely. When using standardized processes and data, supply chain partners will get recall notifications faster, driving quick and decisive action to pull contaminated products from the marketplace. Simply put, addressing recalls as a supply chain-wide exercise accelerates the protection of people and brands.
How to elevate public health and brand reputation
To maximize public health and brand protection during a recall:
Shift from an individual company approach to a supply-chain approach
Individual companies must stop acting in isolation, instead conducting recalls collaboratively with supply chain partners. When brands act alone — and use their own processes and data sets — it often causes delays, inaccuracies, and confusion. A significantly better approach is for companies to plan and practice with their trading partners, setting clear expectations about what information is needed, how it will be communicated, and what tools will be used. Think of becoming Recall Ready as an entire supply chain effort, using standard processes, standard data, and collective practice.
Plan and prepare with training partners
Managing recalls as a supply chain starts with collaborative planning and preparation. This includes conducting recall simulations that mirror real-life scenarios, practicing all aspects of the recall process to ensure everyone understands their roles. This exercise also helps identify (and rectify) knowledge gaps. Provide comprehensive training to ensure that everyone understands their roles and responsibilities, and can act quickly in a recall.
The supply chain is only as strong as its weakest link. If one company provides inaccurate or incomplete information, doesn’t communicate properly, or is ambiguous about what actions to take, it complicates and obstructs the process. Preparing and practicing collaboratively helps avoid these issues.
Integrate systems and data
Use shared systems and standardized data to ensure consistency and accuracy in product information. Sharing accurate data — like product details, production records, and distribution patterns — makes it easier to track products, share information quickly, and remove contaminated products from the marketplace.
Define roles and responsibilities
Ensure that every company — and employee — understands their role and is prepared to act. For instance, distributors must receive information from their supplier, pull contaminated products, inform their customers about the recall, and manage the logistics of products in transport. Retailers, who typically manage the most volume, must get accurate information from the recalling supplier, manage reverse logistics, and notify consumers about the recall.
Rely on integrated tech tools
Tech solutions can dramatically improve visibility, traceability, and trackability, allowing trading partners to elevate and expedite recall management. Leverage recall management software that standardizes data, automates workflows, and facilitates streamlined communication with trading partners. Using innovative solutions expedites the recall process, enhancing accuracy and accountability. Tech tools help supply chain partners collectively track contaminated products, determine the extent of distribution, and remove tainted foods from the marketplace quickly and completely.
Communicate effectively
When a recall occurs, trading partners must communicate clear, actionable messaging, tailored to specific stakeholders, including regulatory agencies and consumers. Convey exactly what happened, how it happened, and what happens next. Create messaging that inspires action to protect consumer safety and preserve brand reputation. Use automated tools to deliver recall messages promptly, reducing the risk of incomplete or inaccurate information being distributed.
Review lessons learned
After the recall, debrief with trading partners and discuss key takeaways. What went well and what could be improved? Use these learnings to improve future recall efforts.
A shift in industry mindset is crucial to move from an individual approach to a collaborative supply chain effort. Companies can move from individually Recall Ready to a Recall Ready Community with their entire supply chain by focusing on standardized processes and data, utilizing integrated tech tools, and communicating effectively. And it’s essential to prepare and practice with trading partners to improve recall management for faster, more accurate and comprehensive recalls.
