As horseburgers at Tesco hit the headlines just yesterday, Toyota continue to be haunted by a mishandled recall years ago, and Britvic are clawing back customers and share value after packaging problems caused a Fruit Shoot recall in July, the Annual Recall Report for 2012 is a timely reminder that product recalls can have a huge impact on a brand and its business.
Product recalls will always happen, and when they do, there is little time to waste. Retailers and suppliers must act fast to identify the problem, find a solution and – most importantly – communicate their message effectively. During product recalls, reputation hangs in the balance and a careful line must be taken to preserve consumer confidence. Communications must balance concern and reassurance, and provide clear information and guidelines on what has happened, what the public should do, and what you are doing to rectify the situation. This takes planning, preparation and practice and co-operation all the way down the supply chain.
The full report can be viewed here: Annual Product Recall Report 2012