We can now take real steps to modernize recall communications

By Darin Detwiler, Gillian Kelleher and Roger Hancock

The purpose of a food recall is simple: to remove compromised food to prevent people from eating contaminated food that could kill or make them sick. But if people are not aware of the recall, that goal cannot be achieved. If they hear about the recall after eating the food, the goal cannot be achieved. If they do not trust, understand or recognize the importance of the recall information, the goal again cannot be achieved.

To save lives and minimize health risks, we need clear, credible and compelling recall information that is disseminated quickly and widely, not only to companies throughout the supply chain, but also to consumers.

The good news is that we know what to do and how to do it. We have the tools, the templates and the technology to succeed. What we need is a shared and strong commitment on the part of the FDA, the USDA, the states and the industry to modernize recalls today.

3 steps the government must take

Both the FDA and the USDA have expressed interest in modernizing recalls. Here’s how they can move from rhetoric to action:

1. Both the FDA and the USDA must write and post all recalls for Class 1 foods. Today, this is standard practice for the USDA: it writes the recall, gives the recalling company a short period to review it, and then distributes the notice. The USDA uses templates to standardize and speed up the process. The messaging is concise to avoid confusion and promote action. The FDA should adopt the same practice.
2. The FDA must modernize its IT systems to facilitate and streamline industry reporting of recalls. For example, it could complete seamless connectivity to the Reportable Food Registry (RFR) database for faster reporting.
3. Government agencies should reach a consensus on the specific information that should be included in recall communications and eliminate extraneous information that does not help consumers identify the affected products or motivate them to take action.

3 steps the industry must take

1. Companies should distribute information about recalls through channels commonly used to promote their products. While loyalty programs, social media and websites are effective at reaching consumers, we see little evidence of these same tools being used to distribute recall information.
2. In order to ensure consistency and clarity in the provision and dissemination of recall information, the industry should agree on a uniform set of data elements and protocols. This makes information exchange faster and more reliable, providing all stakeholders with accurate and uniform data.
3. The industry should promote the use of modernized recall simulations that mimic real-world scenarios, moving beyond traditional “mock recalls” that serve primarily as trace-back exercises. This allows stakeholders to practice and refine their response strategies in the context of their supply chains.

What is already being done in this space

In addition to the work being done by regulators and individual companies, other organizations have taken the lead in standardizing and optimizing the recall process, including consumer communications.

1. STOP foodborne illnessthrough its Recall Modernization Working Group, is conducting critical research to identify necessary improvements in consumer messaging. Under the leadership of Dr. William Hallman, professor at Rutgers University and former chairman of the FDA’s Risk Communication Advisory Committee, is developing and testing STOP new food recall templates to determine which templates will best inform and motivate consumers. Additionally, STOP highlights the need for the FDA to create a transparent set of recall classification decision criteria and classify recalls in real time, something USDA already does.
2. The Association of Food and Drug Officials (AFDO) has released a white paper, Recall Modernization: Accelerated Partnering for Effective Recalls, urging the FDA to develop a concise recall manual, standardize a process for classifying recalls, and work more closely with industry for effective recalls.
3. The Alliance for Recall Ready Communities (ARRC), is a newly formed alliance of which the three of us are co-chairmen. We bring together organizations like the International Fresh Produce Association, the American Frozen Food Institute, the Consumer Brands Association, the National Restaurant Association and more to build and enable businesses using agreed-upon data standards, collaborative processes and powerful technology. solutions and recall simulations to practice and manage food recalls quickly and effectively.

The steps outlined above are concrete and feasible. We encourage the FDA, USDA and industry to build on the work that has begun. Together we can achieve the goal of reducing the number of deaths and illnesses caused by contaminated food.

About the authors:

Darin Detwiler founder and chairman of Detwiler Consulting Group, LLCis director of the MS in Food and Nutrition Industry Regulatory Affairs And Professor of Food Policy bee Northeastern University in Boston. In addition to chairing the National Environmental Health Association’s Food Safety Program Committee, Detwiler serves on numerous editorial and advisory panels related to food safety, sustainable development, leadership and policy. He is a frequent speaker on key food policy issues at corporate and regulatory training events, as well as at national and international events. Detwiler has a PhD in Law and Policy.

Gillian Kelleher is a leader in food safety and quality with a four-decade career in the food industry spanning multiple countries and sectors. She has worked with leading companies such as Häagen Dazs, Burger King, Express Foods and Pillsbury and spent more than twenty years at Wegmans Food Markets. As CEO and President of Kelleher Consultants LLC, Gillian helps companies establish sustainable food safety and quality programs with an emphasis on prevention. She is a member of IAFP, IFT and ASQ and has held various leadership roles, including Vice Chair of the Global Food Safety Initiative Board. Gillian is co-chair of the board of Stop Foodborne Illness. She also chairs the Educational Advisory Board for the Food Safety Summit and leads the Leafy Greens Safety Coalition.

Roger HancockCEO of Call InfoLink is one of the world’s leading recall experts, with experience spanning retail, technology, data, regulation and the entire supply chain. Before founding Recall InfoLink, he spent 15 years at Albertsons overseeing more than 250 recalls per year, experiencing firsthand the pain points and the need for better recall practices.