Where would your brand be without the loyalty and trust of its consumers? A company that suffers from diminished consumer confidence is a company at risk of failure -- or, at the very least, significant loss. Therefore, protecting your brand image is of the utmost importance, though this can be a major challenge in today’s food industry climate. As federal regulations evolve, consumers become more informed and the number of food safety incidents climbs, there’s one undeniable truth at the core of protecting your brand: You must adopt a preventive approach.
It happened: Your company experienced a food recall that impacted your business, your brand and your bottom line. You were faced with the costly consequences of manufacturing a product that had to be pulled from the market, including the backlash of negative press and the expense of recall implementation. Whether you’ve fully recovered or are still in the process of recouping your losses, the fact remains that your organization is on high alert to ensure you don’t suffer a reoccurence. Do you know what steps are required to prevent another food recall from happening?
Use this checklist to help avoid Tens of Millions in damage costs, severe brand equity loss, and unexpected food audits.
You see the news headlines declaring recalls at restaurant chains, supermarkets, meat and produce companies, ready-to-eat product manufacturers and other types of food processors. You see consumers responding on social media and in their individual buying habits. You know that government regulations have been elevating food safety standards to a whole new level. And you worry about how these industry realities will affect your brand.
Regardless of whether a food recall happens through government mandate or voluntary action, there’s much at stake, from major recall implementation expenses to rippling reputational challenges. If you don’t manage the situation properly and proactively, you’re unlikely to be successful in protecting your customer relationships and rebuilding your brand. Do you have an effective, efficient plan in place to address these concerns appropriately? Do you know the difference between smart actions and potentially damaging ones?
The peanut butter debacle of 2007 is said to have cost parent company ConAgra $78 million to deal with $1 billion worth of potentially Salmonella-contaminated product. And while many significant strides have been made in the last decade to prevent occurrences of this magnitude, companies in the food manufacturing business still experience brand-damaging recalls -- some with resounding impacts on both the company and the industry at large.
A food recall can be a manufacturing company’s worst nightmare. In fact, it’s one of the most dreaded possibilities for food safety managers everywhere. That’s because one food recall has the potential to bring your brand to its knees. In response to a recall, consumers may change their purchasing, food preparation and consumption practices, or they may avoid the product for months or years after the recall has ended. Your customers want to know that the products they’re buying are safe, and a single breach in that trust can have rippling effects that completely deteriorate your brand. Once the news of a recall hits the public, it can become a storm of bad press that turns customers away.