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As one participant (IND-4) mentioned, it is a challenge
to inspire minimum-wage employees doing hands-on
work to recognize that food safety and recalls are an
issue. This participant suggested that when an issue or
a non-conformity presents itself, the product should be
brought into the staff room, kept there for the day, and
then discussed as to whether staff would bring the product
home for their family to eat. The key is presenting the
issue to employees in a way that makes sense to them and
is most impactful.
Consumer education
A frequent area of discussion for participants was
consumers and the role that they play in ensuring recall
effectiveness. A few participants (3 of 9) mentioned
that no matter how strong recall systems are - even if we
completely remove the product from stores and foodservice
operations - taking the appropriate action on products that
have passed the point of sale becomes the responsibility of
consumers. Consumers must actively check their kitchens
for recalled products.
Several participants (4 of 9) mentioned the power of
social media in increasing the consumer's ability to access
information. However, there is no filtering or verification of
the accuracy of many information sources on the Internet.
The food industry has the opportunity to continue to
educate the consumer on how to best handle its products.
The current mass of information could be simplified and
emphasized more often. One suggestion (IND-4) was to go
into the school system - a kindergarten classroom, perhaps
- and explain the importance of and demonstrate washing
of fruit and vegetables, for example. Another suggestion
was to demonstrate symptoms of foodborne illness (e.g.,
vomiting or diarrhea) on food packaging or advertisements,
similar to what is done for tobacco products; the consumer
would see how he/she could be affected if and when a food
product is not prepared properly. The company supplying
the product has the ultimate responsibility for promoting
the way its product should be used. This is a difficult
situation, however, because if this type of safety labeling
existed, it could mislead the consumer into thinking, "I am
not buying this product because it is dirty."
DISCUSSION
Canada's food safety system is one of the best in the
world (16), but of course, no food safety system can
guarantee zero risk, and in reality, there is no such thing as
zero risk. The underlying and unique characteristics of the
Canadian food recall system are effective, in the sense that
the regulatory bodies work with the entire food chain and
have the power to perform mandatory recalls (7, 8).
Participants shared a number of minor criticisms
regarding their own food safety systems, as well as those of
the CFIA. From these criticisms, it became clear that for
food manufacturers to believe that they are doing the best

job they can do in a food recall, they must have personal
relationships and contacts with employees at OFSR. Some
companies may have a better relationship with the CFIA
than others, and the industry's communication effectiveness
is partially conditional on connection-making. Those who
have personal contacts within OFSR may have access to
resources that do not otherwise exist in a more systemic
framework. A balance may still need to be found in the food
safety world where alignment and standardization exist, yet
aren't too prescriptive.
Another fundamental theme regarding the dynamics of
the recall system is the idea that the food industry is always
either "full-on" or "full-off." As one participant states,
"This is a whole industry where either your hair
is on fire or you're on holidays... You either get,
"I don't have time," "There isn't time enough in
the day to include this and to do this as a testing
process," or "I'm off - I'm not training when I'm
off." (IND-4)
Overall, there is a belief that the large food manufacturers
in Canada have strong, sophisticated systems, and a high
degree of visibility of their suppliers. How do we hold
everyone to the same standards and expectations? The
manpower simply does not exist, for example, to integrate
smaller operations that are not federally-registered into a
food safety system that requires precise electronic recordkeeping and traceability. On the other hand, concern may
arise with products imported into Canada, as the country
of origin may have less stringent food safety standards.
These products could potentially lead to recalls and
impact domestic producers. Holding everyone to the same
standards - giving Canadian inspectors and brokers that
level of responsibility - could reduce food safety risks and
aid in recall prevention. However, improving consistency
would likely require increased availability of resources and
more education/training.
Assumptions and limitations
Participants involved in the interviews have unique
perspectives, backgrounds, and experiences, and
differ in age, gender, culture, and other demographic
characteristics. The interviewer did not have any previous
connection to or relationship with the participants, and it
was assumed that the participants would provide honest
and accurate responses.
A number of limitations are associated with this
study. Geographical limitations were present; although
the industry and government officials were from
different parts of Canada, many of them were located in
Southwestern Ontario. Thus, the findings of this study are
not generalizable across the province, country, or beyond.
Conducting interviews primarily over the phone prevented
observation of body language from being included in
or influencing the interpretation of the results. Another
limitation was time; the interviews were conducted
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