protecting fido - stericycleexpertsolutions.co.uk · demand from pet owners wanting more snacks and...
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PROTECTINGFIDORecall Preparedness forthe Pet Industry
BackgroundThey are included in many family photos, receive gifts for birthdays and Christmas and even walk some brides down the aisle. Most pet owners – or pet parents, as many like to be called – will tell you that their pets are family. It is no surprise that spending on pet food in the UK in 2018 hit £2.7 billion.
Between 2018 and 2023, global market and research provider Mintel estimates that figure will grow by 13.9% to £3.1 billion, driven by demand from pet owners wanting more snacks and treats for pets and increased demand for wet food – both of which carry a higher price tag, driving the market’s growth.
So when a recall involving pets occurs, it is no insignificant matter to the people who care for them. Companies must recognise the consequences serious safety issues can carry and take steps to prevent them. And when a recall does become necessary, companies should be ready to respond quickly and effectively – or face serious backlash from press and public.
Protecting Fido
Stericycle Expert Solutions
UK Pet Food ManufacturingSeveral high-profile recalls of pet foods that caused illness in recent years put pet food safety in the spotlight, including a 2018 issue that affected 12 products containing raw pork or tripe. Pet owners were advised to return the products to the store in which they were purchased as they posed a possible health risk to both pets and humans – ultimately they were recalled due to salmonella contamination. This bacterium can cause fevers, diarrhoea and abdominal cramps.
The manufacturer claimed that the recall was initiated because a freezer had broken down and offered sincere apologies to its customer base. Each year the Pet Food Manufacturers Association (PFMA) commissions new research into the UK’s pet population to provide the public with useful insights and statistics to keep their pets fit and healthy. Similarly, The Food Standards Agency, an independent Government department working across England, Wales and Northern Ireland, leads the charge on making sure our pets’ food is safe and it is what it says it is. It is responsible for animal feed legislation covering the manufacture of feed for non-food producing animals including pet food & treats.
In 2018, there were 48 separate recalls for pet food in the UK, 22 of which were due to salmonella contamination (source: RASFF). Across the pond in the United States, our research showed that from 2011-2017, there were 477 recalls of food and pharmaceuticals for animals including both pets and livestock, totalling 80.7 million units. Class I situations – the most serious type of recall – made up the highest percentage of recalls and recalled units. Bacterial contamination was the leading cause of recalls, mostly due to salmonella.
Protecting Fido
Stericycle Expert Solutions
Grooming Recall TeamsCreating and maintaining a recall plan – and then testing that plan with mock recalls – should be a top priority of all companies, including those that manufacture pet food. The plan should include a designated recall management team with specific responsibilities.
This will help hold individuals accountable for their role in effective recall execution. There should also be a process in place for fact gathering to determine the root cause of the issue and identify where the product is being sold and how to get it off of shelves and out of homes and back to the company for storage and ultimate destruction.
Companies must also have a detailed plan for determining the nature of the health hazard, with guidelines for actions and remedies necessary depending on the severity of the risk. There should also be a procedure for notifying the regulatory agencies involved, communicating the issue to retailers, distributors, the media, and consumers.
Finally, there should be a detailed method for closing out the recall, which depends on detailed data for regulatory reporting.
A major factor to consider with a recall involving pets is contact centre capabilities. Pet safety concerns are catnip for the media, and intense coverage often leads to a deluge of calls, even from owners whose pets do not demonstrate any signs of illness or who have never purchased the brand in question.
Protecting Fido
Stericycle Expert Solutions
Protecting Fido
The Right RemedyWhen it comes to recall remedies, companies have several options available. With pet food, as with other food products, a full refund or coupon for replacement is a common option. When a pet food issue causes serious illness requiring veterinary care, many petowners will appeal for reimbursement of those costs.
Many companies have faced lawsuits from pet owners whose animals became ill from recalled pet food, and some of those companies ultimately chose to settle claims.
The publicity surrounding such claims can spoil an otherwise respected brand, and no matter the outcome of court cases, consumers who have a bone to pick with pet food companies often take to the internet to voice their frustration over the situation.
Entire blogs and Facebook groups are dedicated to pet food safety issues – some of which have thousands of “likes.” When evaluating claims, companies should consider whether offering reimbursement for veterinary visits and other remedies that go beyond standard reimbursement would help keep them out of the doghouse with consumers.
Stericycle Expert Solutions
Preparing for the InevitableA recall involving man’s best friend can be a company’s worst nightmare.
But companies are bound to experience one eventually, and while the costs as-sociated with a recall can have a major impact on bottom lines, the costs of poor recall management are far greater. In addition to developing a plan, companies should consider investing in specialised recall insurance to protect against the likelihood of a recall. While many standard liability policies already have a “recall” endorsement, theyoften fall short of covering the wide range of expenses incurred, including logistics and crisis communications.
The steps involved in recall planning may sound overwhelming, dealing with a recall on the fly is even more daunting. Recall ready companies have the ability to respond quickly and efficiently – something consumers expect when their beloved pets are at stake.
