Tasti products ltd initiated a massive recall of its snack lines due to fears of potential contamination. New Zealand Food Safety established that some bars in the Tasti brand, peanuts, snack balls might have little metal wire bits.
To supermarket operators and distributors, the shift is yet another time of the rapid spread of food safety incidents throughout supply chains. It is not only regarding New Zealand. Officials have put on alert that part of the compromised Tasti products had found their way into the export markets such as Australia, Fiji, India and Singapore.
Retailers in these areas are now being tasked to check stock levels, empty shelves, and contact with the customers. Recall is limited to the batches and flavours of the Tasti branded snacks. These consist of some peanut packs, some protein or snack balls of different sizes and some nut bars. Both have best before dates associated with the recall.
New Zealand Food Safety is asking consumers to avoid consumption of all the products listed. Rather they will be able to take them back to the purchase store and refund them fully. In case of the inability to return, it is recommended to dispose of it. Up to now there are no reported consumer injuries or health complaints.
In the case of supermarkets, both operational and reputational challenges are involved in the recall. Employees should be able to find the stock fast and take the merchandise off the shelves and put up in-store recalling signs. Simultaneously, retailers are asked by the customers how so contamination occurs in the first place.
The recall of food products is not new, but there is a particular concern with the existence of wire-like metal fragments. Small fragments can be damaging to teeth, could cause choking, or hurt the person in case they are swallowed. In the case of suppliers such as Tasti, it is an expensive, yet the only necessary action to protect consumer trust.
The timing also matters. Categories that are expanding are snack and bar categories as the consumer is interested in convenient products with high amounts of protein. Tasti is an accomplished player within the FMCG sector of New Zealand, having distribution links to the large supermarket chains. Any long out-of-stock situation of products would allow the competitors or own label substitutes to fill the gaps.
Another layer is export implications. Recalls are more complex when the products cross the borders. Regulators in individual nations should not only be informed but the logistics providers, wholesaler and retailers in various markets should coordinate a withdrawal. Here, Australia, Fiji, India and Singapore have all been informed demonstrating how a local problem has soon escalated to a regional supply chain problem.
The question that supermarket executives and category managers need to answer regarding the recall is, are your systems ready to be able to trace products in a fast and accurate manner? The supermarkets that respond to recalls effectively are commonly given the mandate of being transparent and responsible as shoppers become more concerned with safety notices attached in their stores. Conversely, it can be destructive in the long term in case of delays or lack of communication.
Technology has been placed as a solution in the recent years. Advanced traceability tools and blockchain are encouraged as means of monitoring more accurate ingredients and batches. However, such accident cases confirm that despite the robust systems, the recalls are the reality of contemporary retail. Speed here is the key, coordination and open communication with consumers.
The move by Tasti to take swift action has been received well by the regulators. Nevertheless, the bigger picture is that supermarkets and suppliers of the FMCG must remain prepared. Recalls do not only impact a brand but they impact the whole category confidence of shoppers.
