– NOTICE –
By Roger Hancock and Vanessa Coffman
Food recalls occur almost daily, but the way they are communicated to consumers is far from consistent. Despite years of discussion and some progress from regulators (the FDA has provided guidance, and the USDA has their own model), there is still no universal standard for recall notifications – both what they say and how they are disseminated.
Some companies do a good job writing and distributing their recall notices. Many don’t. As a result, too many people find out about a recall too late. Official government announcements may be delayed, difficult to interpret, or lacking critical details. This is not only confusing and frustrating for the consumer, it is dangerous.
Consumers deserve recall notices that are clear, specific and actionable. When done correctly, recall messages clearly state what the problem is, which products are affected and exactly what to do next. When this information is shared quickly and clearly, it not only reduces public health risks, but also helps consumers feel more confident that the food industry takes their safety seriously.
Effective consumer recall notifications
Here’s what consumers should expect to see in a short, simple, easy-to-read recall notification, whether on a sign in the store, a government website, or a digital message:
- A clear title This explains the reason for the recall. You need to know immediately if the problem is a pathogen, undeclared allergens, or another safety issue.
- Detailed product information This helps you identify if the recall is affecting you. The notice must list brand names, product sizes, lot codes, UPCs, and “best by” or expiration dates. These should accompany high-resolution images of the identifying information and where it can be found on the packaging.
- Cast Details on where the product was sold. You should see information about the states, regions, and stores where the recalled product was distributed.
- Simple language Explanation of risk This explains why the item is being recalled and what symptoms to watch for if you consume the product.
- Instructions for What to do next. Whether to throw the item away or return it to the store, the recall notice should tell you exactly how to respond.
- Contact details For the recall brand, including a website, phone number, and email address where consumers can ask questions and/or get support.
- A QR code or link for updates. Increasingly, food brands are providing QR codes on their products, which consumers can instantly search for accurate, real-time updates on a recall.
The push for standardized reminder messaging
Fortunately, efforts are underway to create standardized, user-friendly reminder messages that will improve the way food companies communicate with consumers. The FDA recently issued a letter on the need to modernize recall communication to consumers, which is a well-known and long-standing problem that has been under-addressed for too long.
Private sector companies, nonprofit organizations, trade associations and other stakeholders are stepping up as champions for standardization and better recall notification practices. Areas of interest include:
- Stop Food-Adorne Disease is being researched to test and finalize consumer-friendly recall notification templates that clearly communicate risks, reach the vulnerable public, and improve consumer response.
- The Alliance for Ready Ready Communities works on the process and data side – helping companies better prepare for recalls with tools, simulations and standardized data sharing. This includes how brands manufacture and coordinate messaging to consumers through the supply chain.
- SmartLabel and GS1 are working to make QR and 2D codes a ubiquitous food safety tool, giving consumers instant and easy access to critical product information. An analysis allows you to see the most up-to-date recall information.
- Industry leaders are also seeking to overcome common obstacles in recall notifications, including how to disseminate information in different languages to better reach non-English speakers and how to expand reach to better target marginalized populations.
These efforts aim to improve recall notifications, so that the information that appears on your phone, in your inbox, and in stores during a recall will help protect you. Better models, better data and better systems will mean less confusion and better consumer protection.
When reminder messages are clear, concise, targeted and timely, people take action. This protects individuals and helps reduce public health risks at all levels. Improving the recall notification process will help ensure you don’t have to guess if your food is safe.
About the authors: Roger Hancock is CEO of Rappel Infolink and a steering committee member of the Alliance for Ready Ready Communities.
Vanessa Coffman, The director of the Alliance to Stop Foodborne Disease has led various food systems research projects aimed at protecting the health of workers and consumers. Since her withdrawal in 2021, she has expanded the organization’s alliance membership, staff and programs, leading a systemic transition to a stronger food safety culture across the entire food system. Vanessa holds a doctorate in environmental epidemiology from the Johns Hopkins Bloomberg School of Public Health.
