Thanksgiving turkey contamination highlights product recall best practices

With Thanksgiving just days away, the drug-resistant salmonella outbreak in raw turkey products has now expanded nationwide, resulting in one death and dozens of hospitalizations.

Many consumers may be alarmed that the U.S. Department of Agriculture (USDA) has not yet identified the source of the outbreak. A leading U.S. turkey brand just issued a recall of more than 91,000 pounds of turkey, but it is not the only company affected by this widespread outbreak. The complexity of this particular strain is found in many products, and is proving difficult to trace back to the source of origination.

New tools on the horizon

Technology may make determining the contamination source easier and faster in the future. Walmart announced recently that it is working with IBM on a blockchain solution to improve food safety. By September 2019, leafy green vegetable suppliers for Sam’s and Walmart stores will be required to upload their data to the blockchain, making the entire system more transparent and efficient for tracing contaminated products.

Behind the scenes, debate continues on how authorities treat salmonella and what protections should be given to the public. There is a growing concern that too much responsibility is placed on individuals by expecting them to be experts in food management. The final kill step is left in the hands of unsuspecting consumers, the expectation being that consumers know how to properly defrost, wash and cook meat to prevent food contamination.

Power to the people

Since 1971, the USDA has considered “consumers as knowledgeable and competent.” But a lot has changed over four decades, both in the amount of products available, companies involved, and “home cooking” knowledge. (Consider that basic cooking skills are no longer taught in most schools.)

In addition, salmonella is not considered an “adulterant” in meat products, and recent court decisions are considering it as something that consumers should expect to come across in many food products.  While this may be accurate to a certain point, it does not take into account the many possible strains and levels of salmonella that may lead to serious illness and even death.

Endemic issue

Recalls have been a growing problem for the food industry for the past decade. The U.S. Economic Research Service (ERS) states that food recalls have increased on average by 20 events per year from 2004 to 2013, due to complex supply systems, technological improvements, increased regulatory oversight and enforcement, and new laws. During the period, recalls increased across food categories (grain, animal products and prepared foods), and across all three U.S. Food & Drug Administration (FDA) severity classes (from class I “severe” to class III “least serious”). They were more frequent in high population areas.

For companies facing a recall, pre-event preparation and planning can have a big impact on the size of a recall and the extent of financial and reputational damage. Specialized consultants can work with companies to act swiftly to mitigate risks to consumers.

Allianz estimates that 70% of recall plans are inadequate. Product recall insurance provides access to crisis management consultants who work with customers to shore up these plans before a crisis and perform mock scenarios to put the plan through its paces. A full recall simulation can test social and traditional media, customers and other stakeholders.

The importance of preparation

Making an informed decision in a recall situation is critical, and is an area where planning can really pay off. Ultimately, a company will need to make the call whether their product is at fault and if it needs to be recalled. This decision is not always black and white. Senior managers will be under immense pressure to take a snap decision, even when all the facts are not known; it may not be clear their product is at fault, or they may not have had time to carry out the necessary testing.

A well-rehearsed crisis management plan will, however, help make the decision-making process smoother. By working through recall scenarios in advance, the right people should be prepared and in a position to make more informed decisions.

The hallmark of a good recall is timely and honest communication. Early and informed notification is key, especially given the potential for bad news to go viral via social media. Relationship management comes to the fore in a recall. Ongoing regular communication with customers and stakeholders, like regulators, will help smooth the process.

Recalling a product is a logistical operation, but equally as important is to return the business to normal as quickly as possible. While ensuring human health and safety is always paramount, a well-managed recall will also proactively work to rehabilitate the brand and return sales to pre-recall levels.

What about this year’s turkey dinner?

Here are some final commonsense tips for avoiding food contamination during the Thanksgiving feast:

• Do not eat raw or undercooked meat.
• Thaw the bird in the refrigerator, not in the sink or on the kitchen countertop.
• Use separate cutting boards and preparation areas for raw vegetables and meats.
• Cook your turkey to an internal temperature of 165 degrees. Use a food thermometer to make sure the meat has reached a safe internal temperature. You can’t tell whether meat is safely cooked by looking at it.
• Use soap and water to wash hands and items that come into contact with raw meat including countertops, utensils, dishes, and cutting boards.
• Refrigerate leftovers, and toss after three days.

Marcos Garcia Norris (marcos.garcianorris@agcs.allianz.com) is Crisis Management Regional Practice Group Leader in North America for Allianz Global Corporate & Specialty. These opinions are the author’s own.

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