preventing a recall-protecting your business

Preventing a Recall-Preventing a Recall-Protecting Your BusinessProtecting Your Business

John KimberJohn KimberDirectorDirector

NC Sweet Potato Commission NC Sweet Potato Commission FoundationFoundation

It’s a Balancing ActIt’s a Balancing Act

PROTECTINGPROTECTING Your Business Your Business

GROWINGGROWING Your Business Your Business

Our Hour Together….Our Hour Together….

Sweet Potato Culinary Education Video Sweet Potato Culinary Education Video documenting documenting what we have to protectwhat we have to protect..

Food Safety: Opinion & facts; how the Food Safety: Opinion & facts; how the food industry got to this food industry got to this critical critical juncturejuncture..

What is the What is the NC sweet potato industryNC sweet potato industry doing to protect itself, a quick review.doing to protect itself, a quick review.

NC Sweet Potato Culinary VideosNC Sweet Potato Culinary Videos

The NC Sweet Potato Culinary The NC Sweet Potato Culinary Educational Videos can be viewed on Educational Videos can be viewed on line at:line at:

http://ncsweetpotatoes.com/menu-http://ncsweetpotatoes.com/menu-featured-chef/educational-featured-chef/educational-videos.htmlvideos.html

Editorial Opinion and a few Facts-Editorial Opinion and a few Facts-One Persons ViewOne Persons View

Today's insistence that food be safe Today's insistence that food be safe is just an example of is just an example of

CONSUMER DEMANDCONSUMER DEMAND..


Today's insistence that food be safe Today's insistence that food be safe is just an example of CONSUMER is just an example of CONSUMER DEMAND.DEMAND.

Why?Why? Mama left the kitchen decades Mama left the kitchen decades

agoago

Eating TrendsEating Trends In 2005, 69% of women with children In 2005, 69% of women with children

under 18 were working (22% in under 18 were working (22% in 1955); overall 68% of all married 1955); overall 68% of all married women were working (25% in 1955). women were working (25% in 1955).

68% of adults said their favorite 68% of adults said their favorite restaurant foods provide flavor and restaurant foods provide flavor and taste sensations which cannot easily taste sensations which cannot easily be duplicated in their home kitchen. be duplicated in their home kitchen.

Restaurant Industry Sales upRestaurant Industry Sales up


Today's insistence that food be safe Today's insistence that food be safe is just an example of CONSUMER is just an example of CONSUMER DEMAND.DEMAND.

Why?Why? Mama left the kitchen decades agoMama left the kitchen decades ago We don’t know or fully trust those We don’t know or fully trust those

doing fooddoing food

Consumer ConfidenceConsumer Confidence

Consumer confidence in food safety plunges Consumer confidence in food safety plunges in wake of peanut butter contamination, in wake of peanut butter contamination, University of Minnesota study finds University of Minnesota study finds

The Trends survey found that safety The Trends survey found that safety concerns prompted 38% of consumers to concerns prompted 38% of consumers to stop purchasing certain foods in the past 12 stop purchasing certain foods in the past 12 months--up from 9% in 2006. Among months--up from 9% in 2006. Among products people stopped buying, beef products people stopped buying, beef ranked among the top four: spinach (71%), ranked among the top four: spinach (71%), lettuce (16%), bagged salad (9%) and beef lettuce (16%), bagged salad (9%) and beef (8%). (8%).


Today's insistence that food be safe is Today's insistence that food be safe is just an example of CONSUMER just an example of CONSUMER DEMAND.DEMAND.

Why?Why? Mama left the kitchen decades agoMama left the kitchen decades ago We don’t know or fully trust those doing We don’t know or fully trust those doing

foodfood Ample evidence of poor attention by Ample evidence of poor attention by

those growing, processing, and those growing, processing, and serving foodserving food

Whose Responsible?Whose Responsible?

Food Food ManufacturersManufacturers Reprimanded Reprimanded by Congress for Safety Lapses by Congress for Safety Lapses (3/20/09)(3/20/09)

Politics of the Plate: Food Safety Politics of the Plate: Food Safety Lapses (7/08)Lapses (7/08)

FDA Inspection Report of PCA's FDA Inspection Report of PCA's Georgia Facility Details Lapses in Food Georgia Facility Details Lapses in Food Safety Protocols Safety Protocols

Multi-State Outbreak of Multi-State Outbreak of E. coliE. coli O157:H7 Infections From Spinach O157:H7 Infections From Spinach


Today's insistence that food be safe is Today's insistence that food be safe is just an example of CONSUMER DEMAND.just an example of CONSUMER DEMAND.

Why?Why? Mama left the kitchen decades agoMama left the kitchen decades ago We don’t know or fully trust those doing foodWe don’t know or fully trust those doing food Ample evidence of poor attention by those Ample evidence of poor attention by those

growing, processing, and serving foodgrowing, processing, and serving food Food allergens are on the riseFood allergens are on the rise

Allergies Trend UpwardAllergies Trend Upward

In 2007, approximately 3 million children In 2007, approximately 3 million children under age 18 years (3.9%) were reported to under age 18 years (3.9%) were reported to have a food or digestive allergy in the have a food or digestive allergy in the previous 12 months. previous 12 months.

From 1997 to 2007, the prevalence of From 1997 to 2007, the prevalence of reported food allergy increased 18% among reported food allergy increased 18% among children under age 18 years. children under age 18 years.

Children with food allergy are 2x to 4x more Children with food allergy are 2x to 4x more likely to have other related conditions such likely to have other related conditions such as asthma and other allergies, compared as asthma and other allergies, compared with children without food allergies. with children without food allergies.


Today's insistence that food be safe is just Today's insistence that food be safe is just an example of CONSUMER DEMAND.an example of CONSUMER DEMAND.

Why?Why? Mama left the kitchen decades agoMama left the kitchen decades ago We don’t know or fully trust those doing foodWe don’t know or fully trust those doing food Ample evidence of poor attention by those Ample evidence of poor attention by those

growing, processing, and serving foodgrowing, processing, and serving food Food allergens are on the riseFood allergens are on the rise Consumers know science is available Consumers know science is available

that assures better food safetythat assures better food safety

Who told ‘em we can do better?Who told ‘em we can do better?

HACCP developed by Pillsbury and NASA in HACCP developed by Pillsbury and NASA in 1960’s for safely feeding astronauts.1960’s for safely feeding astronauts.

Adopted by low-acid canning industry in Adopted by low-acid canning industry in ‘70’s. ‘70’s.

Following JIB E.coli issue in ‘93 began being Following JIB E.coli issue in ‘93 began being mandated for meat/poultry processors.mandated for meat/poultry processors.

More sophisticated retail and foodservice More sophisticated retail and foodservice companies began insisting their suppliers companies began insisting their suppliers follow HACCP principles for many products.follow HACCP principles for many products.

Today's program follows the key elements of Today's program follows the key elements of HACCP: understand, plan, implement, verifyHACCP: understand, plan, implement, verify

Summary-The Critical JunctureSummary-The Critical Juncture

Consumers are demanding consistently Consumers are demanding consistently safe foods for their families.safe foods for their families.

The basic technology is available now.The basic technology is available now. Serious lapses have occurred.Serious lapses have occurred. Legislation is assuredly going to be passedLegislation is assuredly going to be passed A shake out will occur; those not getting A shake out will occur; those not getting

the message will be put out of business. the message will be put out of business. Producing safe food is a moral imperative.Producing safe food is a moral imperative.

The NC Sweet Potato IndustryThe NC Sweet Potato Industry

$150 million farm gate receipts; up $150 million farm gate receipts; up 136% since 2001.136% since 2001.

350 growers, 29 packer shippers350 growers, 29 packer shippers Sweet potatoes are considered a low Sweet potatoes are considered a low

risk croprisk crop However, sweet potatoes grow in the However, sweet potatoes grow in the

dirt; dirt has pathogens.dirt; dirt has pathogens. Our industry wants to be prepared Our industry wants to be prepared

JUST IN CASE an issue arisesJUST IN CASE an issue arises

What we are doingWhat we are doing

Encouraging GAP and Global GAP Encouraging GAP and Global GAP certification for growers.certification for growers.

Developing a five part GAP training Developing a five part GAP training program to encourage participation.program to encourage participation.

Developing a produce traceability program Developing a produce traceability program for the NC sweet potato industry.for the NC sweet potato industry.

Developing baseline crop chemical data.Developing baseline crop chemical data. Developing a Crisis Management Program.Developing a Crisis Management Program.

Crisis Management ProgramCrisis Management Program

Q: I came to a class on Preventing Q: I came to a class on Preventing Recalls why am I hearing about Crisis Recalls why am I hearing about Crisis Management?Management?

A: To effectively prevent having recalls A: To effectively prevent having recalls you need to have a coherent plan in you need to have a coherent plan in place to manage the unexpected. place to manage the unexpected.

A: Flying by the seat of your pants A: Flying by the seat of your pants doesn’t work in the middle of a serious doesn’t work in the middle of a serious problem.problem.

Crisis IssuesCrisis IssuesA crisis is a situation that is likely to ignite A crisis is a situation that is likely to ignite

widespread negative or incorrect publicity that widespread negative or incorrect publicity that will economically impact the industry. Type of will economically impact the industry. Type of crisis would encompass, but not be limited to:crisis would encompass, but not be limited to:

foodborne illness incident foodborne illness incident allegations about levels of chemical residuesallegations about levels of chemical residues a government report tying laborer illness/disease a government report tying laborer illness/disease immigrant laborimmigrant labor consumer boycottsconsumer boycotts internal misconductinternal misconduct labor safetylabor safety financial threats to the industryfinancial threats to the industry legislation or court action threatening the legislation or court action threatening the

industryindustry fend off a GMO accusationfend off a GMO accusation

Situation AnalysisSituation Analysis Key Facts –What are the confirmed facts that are Key Facts –What are the confirmed facts that are

known?known? Critical Unknowns – What critical information do you Critical Unknowns – What critical information do you

not have, or cannot yet verify, but must determine as not have, or cannot yet verify, but must determine as quickly as possible?quickly as possible?

Time Drivers – What are the key inquiries, Time Drivers – What are the key inquiries, developments, or deadlines that will be driving your developments, or deadlines that will be driving your decisions or actions?decisions or actions?

Issue Drivers – Who or what is behind the crisis (if Issue Drivers – Who or what is behind the crisis (if anyone) or driving it? Who or what is poised to exploit anyone) or driving it? Who or what is poised to exploit it?it?

Key Messages – What are the primary messages that Key Messages – What are the primary messages that are most important to communicate, especially in the are most important to communicate, especially in the first 12 hours?first 12 hours?

Key Audiences – Who are the key audiences that are Key Audiences – Who are the key audiences that are most important to reach? most important to reach?

Role During a CrisisRole During a Crisis

The Organization’s Role and Responsibility in a The Organization’s Role and Responsibility in a CrisisCrisis

Define what is the crisis.Define what is the crisis. Defend NC sweet potato industry standards.Defend NC sweet potato industry standards. Act as a liaison to facilitate information between Act as a liaison to facilitate information between

federal and state agencies.federal and state agencies. Provide public relations counsel and advice via its Provide public relations counsel and advice via its

agencies.agencies. Speak on behalf of the NC sweet potato industry; Speak on behalf of the NC sweet potato industry;

defer speaking on behalf of the entire US sweet defer speaking on behalf of the entire US sweet potato industry.potato industry.

Cannot defend individual business practices.Cannot defend individual business practices.

Crisis Management TeamCrisis Management Team

Establish a Crisis Management TeamEstablish a Crisis Management Team The crisis team is comprised of The crisis team is comprised of

individuals from the industry, staff individuals from the industry, staff and third-party experts who are and third-party experts who are trained and prepared to discuss the trained and prepared to discuss the issues, define a position, determine issues, define a position, determine the action required and interact with the action required and interact with the mediathe media

Action StepsAction Steps Key crisis manager should watch developments Key crisis manager should watch developments

closely to determine if there is a crisis and, to judge closely to determine if there is a crisis and, to judge the possible scope of the crisis, and to create the possible scope of the crisis, and to create appropriate responses. appropriate responses.

Staff should begin to define the scope of the crisis. Staff should begin to define the scope of the crisis. Gather and validate the facts. Is it of local, regional, Gather and validate the facts. Is it of local, regional, national or international concern? national or international concern?

Key crisis manager conducts situation analysis to Key crisis manager conducts situation analysis to help determine appropriate steps and responses. help determine appropriate steps and responses.

If appropriate, Declare a Crisis, Convene the Crisis If appropriate, Declare a Crisis, Convene the Crisis Team and Assess the Crisis Scenario:Team and Assess the Crisis Scenario:

Key crisis manager calls crisis team together via Key crisis manager calls crisis team together via teleconference or in person at designated location.teleconference or in person at designated location.

Staff continues to define the scope of the crisis. Staff continues to define the scope of the crisis. Gather and validate the facts. Gather and validate the facts.

Action Steps ContinuedAction Steps Continued How serious of a risk does the crisis pose? Should How serious of a risk does the crisis pose? Should

legal counsel be hired? legal counsel be hired? Designate industry spokesperson for news Designate industry spokesperson for news

conference/media interviews – Executive Director, conference/media interviews – Executive Director, President of Board, and if grower/shipper requested, a President of Board, and if grower/shipper requested, a member of the crisis committee. member of the crisis committee.

Alert and recruit third-party experts, e.g. university Alert and recruit third-party experts, e.g. university researchers, government officials to respond to media researchers, government officials to respond to media inquiries. [NCDA, Farm Bureau, etc]inquiries. [NCDA, Farm Bureau, etc]

Determine whether staff needs to be physically Determine whether staff needs to be physically present at crisis venuepresent at crisis venue

Offer help to NC sweet potato industry membersOffer help to NC sweet potato industry members Determine what audiences are affected and need to be Determine what audiences are affected and need to be

informed. In what order? Via what type of informed. In what order? Via what type of communication vehicle? (e.g. phone call, fax, e-mail, communication vehicle? (e.g. phone call, fax, e-mail, web site)web site)

Holding StatementsHolding Statements

Develop “holding” statement for media, Develop “holding” statement for media, based on crisis specifics, as examples: based on crisis specifics, as examples:

Be briefBe brief Create visuals that will put the situation in Create visuals that will put the situation in

perspectiveperspective Show compassion and express concern for Show compassion and express concern for

othersothers Demonstrate progress and be solution-Demonstrate progress and be solution-

orientedoriented Look for ways to give consumers control Look for ways to give consumers control

over situationover situation

NEWS FOR IMMEDIATE RELEASEDate/Time

CONTACT: Sue Johnson LangdonExecutive Director

NC Sweet Potato Commission919-894-1067

Email and websiteSTATEMENT BY THE NORTH CAROLINA SWEET POTATO COMMISSION

ON REPORTS OF FOOD BORNE ILLNESSBenson, NC (Date) The North Carolina Sweet Potato Commission [NCSPC] is working closely with public health officials and consumers to determine the cause of _______________________________________________________________.

“We’re doing everything we can to help the authorities find the cause of this problem and our hearts go out to the families who are involved in this situation,” said NCSPC Executive Director Sue Johnson Langdon. “Providing people with healthy, nutritious sweet potatoes has always been the goal of every North Carolina sweet potato farmer, shipper and exporter in our states industry. Sweet Potatoes are their livelihood – making sure sweet potatoes are safe to eat is in everyone’s best interest.”

Media Contact Guidelines Media Contact Guidelines

Develop talking points to cover Develop talking points to cover relevant issues and update as relevant issues and update as feasible.feasible.

Determine who to communicate with, Determine who to communicate with, including industry members, the including industry members, the media and the public.media and the public.

When called, establish media When called, establish media person’s name, use best speaker person’s name, use best speaker when a negative story likely.when a negative story likely.

Get the facts, answer the questions.Get the facts, answer the questions.

Stay on Top of the Crisis:Stay on Top of the Crisis: Begin monitoring of electronic and print media.Begin monitoring of electronic and print media. Keep industry organizations appraised of Keep industry organizations appraised of

progress, new developments.progress, new developments. Update web site. Update web site. Update media and other external audiences, as Update media and other external audiences, as

appropriate, 24/7 if major crisisappropriate, 24/7 if major crisis Be accessible to media and key audiences. Be accessible to media and key audiences.

Provide after‑hour phone numbers to reporters. Provide after‑hour phone numbers to reporters. Return calls to media as quickly as possible and Return calls to media as quickly as possible and keep a call log.keep a call log.

Record events and crisis-team responses as the Record events and crisis-team responses as the crisis evolves crisis evolves

LoggingLogging

Record events and responses as the Record events and responses as the crisis unfolds.crisis unfolds.

Use a crisis management log.Use a crisis management log. Don’t just rely on your memoryDon’t just rely on your memory

Post Crisis: Assess Damage Post Crisis: Assess Damage Assess short- and long-term damage to your Assess short- and long-term damage to your

business and industry.business and industry. Evaluate media coverage for placement of Evaluate media coverage for placement of

desired positioning/key messages.desired positioning/key messages. Evaluate performance in executing crisis Evaluate performance in executing crisis

plan (pay particular attention to web site plan (pay particular attention to web site hits); make adjustments to plan. hits); make adjustments to plan.

Reach consensus on long-term strategy to Reach consensus on long-term strategy to shore up vulnerabilities, address concerns shore up vulnerabilities, address concerns raised by crisis.raised by crisis.

Review cost of managing crisis and Review cost of managing crisis and determine future budget based on these determine future budget based on these expenditures. expenditures.

Now What?Now What?

Trying to be prepared for a crisis is a Trying to be prepared for a crisis is a tediously detailed process.tediously detailed process.

It’s thought provoking, mind It’s thought provoking, mind numbing really, as you hope it will numbing really, as you hope it will never happen.never happen.

Sometimes it does happen though Sometimes it does happen though and all the pre-planning helps you and all the pre-planning helps you survive and actually grow your survive and actually grow your business.business.

Thank you!Thank you!

preventing a recall-protecting your business

Documents

food food allergens

food industry

food allergies

food safety lapses

better food safety

food safety plunges

opinion facts

example of consumer