From Salmonella to Sanlu: What Every Business Must Learn About Recalls
You’d expect a PR veteran to have a few war stories about food recalls, and I don’t disappoint. These are always a rollercoaster of stress and urgency for the client and the comms team, especially when public safety is at stake.
One that sticks with me happened on Christmas Eve. While most people were popping corks, my entire team was back in the office issuing recall notices, drafting adverts, preparing point-of-sale messaging, and helping man client helplines. A batch of salmon, timed perfectly for yuletide feasts, had tested positive for salmonella. It was a high-risk situation on the hottest of summer holidays. Thankfully, no one came to harm, but the experience underlined a truth, a crises never waits for convenient timing.
Some recalls are less dramatic but still serious. Allergens, peanuts, sesame, gluten, milk and more are an ever-growing cause of product withdrawals. They don’t make headlines in quite the same way, but the process is just as rigorous and unforgiving.
But the most dangerous recalls are the ones a company fails to prepare for. Too often, recalls erupt on a Friday night or long weekend when key staff have gone home. Without a plan, you’re left scrambling for information: batch codes, distribution lists, regulatory contacts. Every hour lost increases the risk to consumers and magnifies the reputational damage. You’d be surprised how often this scenario plays out and how unprepared even big brands can be.
And the Stakes Are High
History is full of sobering reminders that food safety failures can destroy lives and destroy companies:
Odwalla, a California-based maker of unpasteurised juices where tragically a child died from E. coli in their juice. Odwalla pleaded guilty to criminal charges, paid millions in fines, lost 90% of its sales, and never recovered.
Boar’s Head, USA (2024): Listeria in deli meats killed at least ten people. Millions of kg’s of product were recalled, lawsuits followed, and the plant was permanently closed.
Morinaga, Japan (1955): Arsenic-contaminated powdered milk killed more than 100 infants and left thousands suffering lifelong health consequences. Executives were jailed, and the brand carried the stain for decades.
Sanlu, China (2008): Closer to home for New Zealand, Fonterra owned 43% of Sanlu when its infant formula was found to be adulterated with melamine. At least six children died, 300,000 fell ill, Sanlu collapsed, Fonterra lost millions, and two Sanlu staff members paid with their lives, executed for their negligence and endangering public safety.
These are not cautionary fables. They are real events that show how fragile trust is when it comes to food. One contaminated batch, one missed signal, one delayed recall can trigger human tragedy and corporate catastrophe.
The Golden Rules of a Food Recall
From my years leading clients through crises, I’ve learned that preparation, speed, and transparency are everything. Here are some of the rules:
Be prepared before a crisis. Have a recall plan, test it regularly, and keep traceability records watertight.
Act immediately. Don’t wait for absolute proof. If in doubt, recall. Delay kills.
Notify authorities first. Regulators want facts fast. Being upfront builds trust.
Communicate transparently. Own the message, show empathy, and use every channel available. You’d be amazed how many companies resist this and try and hide behind Official Recall notices. This is a hill the communicator should never back down from.
Make it easy for consumers. Provide refunds, replacements, clear instructions, and helplines.
Work with your supply chain. Retailers and distributors need urgent guidance to get products off shelves.
Document everything. Keep meticulous records of actions and decisions — you’ll need them.
Put consumer safety first. If you’re seen to prioritise brand protection or cost over people, you’ve already lost.
Investigate and fix the root cause. Don’t restart until you can prove the problem is solved.
Review and improve. Every recall should leave your systems stronger and safer.
A Wake-Up Call to Leaders
Too many food and beverage companies still think recalls happen to “other businesses.” They don’t. If you’re in this sector, a recall is not a hypothetical, it’s inevitable.
When the call comes, your reputation and survival will depend on how well you’ve prepared and how decisively you act. Speed, honesty, and humanity are the difference between saving your brand and burying it.
My advice is simple, prepare now. Treat recall planning like insurance, because without it, you’re gambling with public safety, your licence to operate, and your company’s future.
If you don’t have a current recall plan, or if you haven’t stress-tested yours recently, talk to Houston, our issues management division. We’ll help you prepare, so that when the worst happens, you’re ready to do the right thing.
Need help managing a reputational issue or preparing for a crisis?
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We offer a proven four-phase methodology – Prepare, Train, Activate, Reignite – designed to support organisations before, during and after a crisis. From risk assessments and stakeholder mapping to real-time strategic counsel and full brand recovery campaigns, we bring clarity, calm and control when it matters most.
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