Supermarket Perimeter - May 2022 - 74

FOOD SAFETY
and internally. " Jennifer Pulcipher,
director of food safety and
compliance, North Bay Produce,
said that you expect these
situations to be stressful. Having
a short window is definitely most
critical component.
Granneman points out that the
easy part is the data. Is it a full-on
recall? Is it not?
" Going through the decision
process and the communication
process to FDA, customer. There
is so much going on there, " he
said. " It is a lot easier now, having
this plan laid out. It is nice to go
to your playbook. Going by the
seat of your pants can get ugly
pretty quick. "
Economic impact
A crisis may arise as a result of
a major outbreak of foodborne
illness, an incident with an
undeclared allergen, regulatory
action, or intentional tampering.
Even a food recall can negatively
impact a business.
These events may have a
significant economic impact
- resulting in a loss of sales,
destruction of product, adverse
media/social media exposure,
temporary or permanent closure,
increased scrutiny by regulators,
and prosecution and lawsuits.
They may also have long term
effects on consumer confidence,
create issues with market access,
and ultimately challenge the
viability of a business.
What does crisis management
involve?
Crisis management planning
starts with the establishment
of a crisis management team.
The team comprises personnel
required to manage the crisis,
from senior management to
production personnel, as well
as communication experts.
Often external communication
expertise is engaged.
The next task is to identify
all possible crisis scenarios,
followed by the preparation of
responses and procedures to deal
with these situations - ensuring
the business is prepared to take
prompt action to manage sudden
and unexpected incidents.
Components of a crisis
management plan
The plan establishes roles and
responsibilities as well as the
circumstances that would trigger
the coming together of the crisis
management team.
There are various
configurations for crisis
management plans, but all
contain essential elements
including: risk assessment, an
activation protocol, a chain
of command, action plans,
and internal and external
communication programs.
They also address resource
requirements, staff training, and a
post-incident review process.
The plan can be divided into
three phases:
* Pre-crisis planning
* Crisis response
* Post-crisis recovery
Exercises which regularly
practice crisis scenarios immerse
the team in the realities of a crisis
and reinforce an up-to-date crisis
management plan. They ensure
awareness of potential and
evolving threats, guide strategies
to diminish their impact, and
drive a roadmap for recovery.
Crisis management plan:
* What could go wrong?
* What is the risk to consumers,
community, our team, and
the brand?
* Who needs to be on the
crisis team?
* What experts need to be
involved?
* Who needs to be
informed - what is the
communication plan?
* How do we minimize business
disruption and resume
operations?
* Communication plan
Strategic and effective
communication can assist
a business during a crisis. It
requires experience in handling
the media, good judgement, and
authority. Poor communication
can have damaging effects
on a business and undermine
consumer confidence.
Communication is best
handled by partnering with
media expertise and responding
quickly, honestly, transparently,
and co-operatively to manage a
crisis. The key is to be up-front,
authentic, and accessible.
The goal of food businesses
74 - MAY 2022
supermarketperimeter.com
is that they are not exposed
by a crisis or incident that
damages their reputation. A
comprehensive and actionoriented
crisis management plan
supports businesses to weather
such a storm with decreased
consequences.
Failure to plan is both careless
and inexcusable.
Metal detection
Any food recall incident is a
crisis situation that requires
quick action to mitigate any
longstanding financial and
reputational damage. Metal
detection specialist Fortress
Technology examines the
different factors that can make
food operators more vulnerable
to a recall, even with inspection
equipment in place.
Aftershocks of the COVID
pandemic is placing global food
and supply chains under even
greater pressure.
The threat of ignoring these
risks is significant. In one study,
the FDA found that approximately
one quarter of all food related
complaints it received over the
course of a year involved the
presence of a visible foreign
contaminant.
As the global food supply chain
grows increasingly complex, the
FDA's Food Safety Modernization
Act (FSMA) has shifted focus from
response to prevention and is
driving the adoption of trackand-trace
technologies in all
sectors.
Despite stricter regulatory
measures to prevent physical
hazards from occurring, recall
incidents increased in the US by
10% between 2013 and 2018, a
major contributing factor linking
a rise in physical contaminants,
including metal, glass and plastic.
These findings imply that shortterm
may have an adverse effect
on food safety.
MANJURUL - STOCK.ADOBE.COM
Pre-crisis planning,
crisis response and
post-crisis recovery
are all crucial to an
effective response.
http://www.supermarketperimeter.com

Supermarket Perimeter - May 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - May 2022

Supermarket Perimeter - May 2022 - Intro
Supermarket Perimeter - May 2022 - STPa
Supermarket Perimeter - May 2022 - STPb
Supermarket Perimeter - May 2022 - 1
Supermarket Perimeter - May 2022 - 2
Supermarket Perimeter - May 2022 - 3
Supermarket Perimeter - May 2022 - 4
Supermarket Perimeter - May 2022 - 5
Supermarket Perimeter - May 2022 - 6
Supermarket Perimeter - May 2022 - 7
Supermarket Perimeter - May 2022 - 8
Supermarket Perimeter - May 2022 - 9
Supermarket Perimeter - May 2022 - 10
Supermarket Perimeter - May 2022 - 11
Supermarket Perimeter - May 2022 - 12
Supermarket Perimeter - May 2022 - 13
Supermarket Perimeter - May 2022 - 14
Supermarket Perimeter - May 2022 - 15
Supermarket Perimeter - May 2022 - 16
Supermarket Perimeter - May 2022 - 17
Supermarket Perimeter - May 2022 - 18
Supermarket Perimeter - May 2022 - 19
Supermarket Perimeter - May 2022 - 20
Supermarket Perimeter - May 2022 - 21
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