Service: Recall Simulation Exercise
Objectives/background:
The exercise was designed around the accidental contamination of a confectionery product with artificial fruit flavoring. The product is sold in five European countries. A number of consumers complained about a reaction upon consumption of the product of a certain flavor. At least one retail customer received direct complaints. The local media soon picked up the story as did the local food authority. The exercise was challenged by including various complaint types to highlight different sources of notification. RQA distributed injects to the team via handouts, e-mail and phone calls. The recall team was recorded on DVD to capture and monitor their response and recall decisions. Actual product codes were used.
Key Learnings:
1. The recall team was slow to start.
2. They acted calmly and cohesively during the incident.
3. There was a lack of knowledge of the recall plans.
4. The recall team missed the media deadline for the newspaper interview.
5. The team was slow to implement the recall.
6. There was an inconsistent approach between the markets where the product was sold.
7. Overall substantial learning opportunity for the recall team.
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