Typically, recalls are treated like a logistics problem. But before any action is taken – products pulled, credits issued, compliance report submitted – there’s communication that needs to happen. Without effective communication there isn’t effective action.
This is especially important when we consider the impact of recalls on consumers. Delays, vague messaging, or poor execution might be frustrating for a brand, but for a consumer, they can be dangerous.
Getting product off shelves is necessary, but it doesn’t protect someone standing in their kitchen, reading a lot code on a jar they already purchased. What protects people is timely, accurate communication that reaches them directly. Without it, someone may unknowingly consume a dangerous product or feed it to a loved one. Confusion leads to inaction, or worse, the wrong action. And when all a consumer sees is a vague press release – or worse, doesn't see a notice at all – the opportunity to prevent harm is already slipping away.
This is the gap that continues to show up in recall execution: how to communicate in a way that drives action, all the way down to the consumer.
When I ask companies about their recall process, the focus is usually reverse logistics. I hear a lot about traceability and removal protocols. When I ask how they communicate directly with consumers, the answers are often unclear. Maybe there’s a website update. Maybe social media. Sometimes it’s left entirely to retail partners.
Even down the chain, companies at point of sale struggle with effective ways to get the message to consumers. Store signage is often hard to read, confusing, or incomplete – and that’s if the consumer actually sees it. If someone has already purchased the product, a store sign doesn’t help them much.
Every week, I read recall announcements that fail the consumer test. Some have no pictures, no lot code, no plain language. Some don’t say what to do next. Others include the right information, but in a format that’s hard to read or harder to understand.
One of the biggest untapped tools in all of this is loyalty data. More and more, retailers know who bought what, when, and where. That information, used well, allows for direct communication to the people actually affected – especially as product data becomes richer across the supply chain with improved traceability practices, allowing notifications to be even more targeted. The result is less confusion, more action. I’ve worked with companies who’ve used their loyalty programs to notify tens of thousands of customers in minutes. But it only works if it’s planned in advance, coordinated with suppliers, and treated as an essential part of the recall.
This work is long overdue. We’ve spent years improving the logistics of recalls. Now it’s time to treat communication with the same level of urgency and structure. If we can standardize allergen labeling and nutrition panels, we can standardize recall communication. That means using consistent formats, sending clear instructions, and using the tools people already have in their hands, like QR codes that link to up-to-date product info or SmartLabel pages with specific recall details.
Make recall messaging part of your readiness strategy. Not just for the business. Not just for regulators. But also for the people who matter most – your customers.
