Anticipating Stricter Food Safety Rules, Retailers are Moving Quickly on Recalls

For the third time in less than two months, Winn-Dixie Stores Inc. has voluntarily recalled a food product because of a potential threat to consumers. This time, the southeastern supermarket chain removed Leasa brand beans, broccoli, and onion sprouts from its shelves because of possible salmonella contamination.

In its previous recalls, Winn-Dixie, which operates about 480 retail locations, pulled Italian green beans because of a potential allergy risk, and gummy candies because of a possible metal contamination.

What’s remarkable about these and other recent retailer recalls is that stores are removing products without waiting for pressure to do so from regulators, consumers, or the brand-name food companies. It seems some retailers are wisely looking to stay ahead of the game, given the expected promulgation of new food safety rules with stiffer penalties on manufacturers and retailers who are seen as lax in reporting and executing recalls.

Under the new FDA Food Safety Modernization Act (FSMA), the federal government is now in the process of implementing tighter regulations aimed at keeping potentially dangerous food products from harming consumers. In anticipation of a tougher regulatory environment, forward-looking retailers – who are closer to consumers than the manufacturers – are recalling products more promptly than ever. They are suffering some short-term revenue pain in doing so, but they are also readying themselves for an era in which fines and consumer lawsuits will be far more damaging to the bottom line.

Winn-Dixie and other smart retailers know that shoppers – and regulators – will understand and forgive a recall as long as the store and the manufacturer act quickly and responsibly to solve the problem and provide consumers with information they need to keep their families safe. What shoppers and regulators no longer forgive is a cover-up or dilatory tactics designed to forestall a recall until the FDA insists upon one.

Gene Grabowski is Executive Vice President at Levick Strategic Communications, the nation’s top crisis communications firm. He is also a contributing author to Bulletproof Blog. Connect with him @crisisguru.