SIR; Your special report on recall contingency planning (‘You can’t be too careful’, The Grocer, May 28, p36) contained the sound advice that every company should formulate a product recall plan and put together a recall task force.
In the unfortunate circumstances of a recall being necessary, time is of the essence. Yet few, if any, brands have sufficient available resource to implement an immediate national exercise. And the reversed supply chain is only as strong as its weakest link.
This is unlikely to be a major multiple, but it may well be a local neighbourhood convenience store.
This is one of the many challenges that field marketing can help to address.