Unilever Takes Full Accountability

With 400 brands spanning 14 categories of home, personal care and food products, Unilever touches many people's lives around the globe. Company values -- that include integrity and a commitment to continuous improvement -- are evident when discussing U.S. product recalls with Unilever's director, coordinator and a member of the recall team.

 

"While some companies outsource the entire product recall process, here at Unilever, we take full accountability and ownership. We are confident it's been executed in a way that meets our standards and fully addresses the needs of our customers and consumers," explains Ray Bruen, director of Safety, Health, Environment & Quality for Unilever U.S.

 

Fundamental to the Unilever product recall process, Unilever starts with fact-based and timely communications going directly to impacted retailers and wholesalers. While speed is a critical component, the Unilever process also depends on the completeness of its recall notifications.

 

"We take great care to prepare 'what' is communicated and 'how.' We choreograph the sequence of communications to make sure the right people in our customers' organizations receive comprehensive recall instructions. At the same time, we keep others in the industry informed as well," adds Pasupuleti Krishnayya, coordinator of U.S. recalls.

 

Laura Trappe, manager of Unsaleables and Liquidations and a vital member of the product recall team, briefs sales directors prior to a product recall via a conference call. "We let them know a recall is pending; in this way, they can reach out to the customers impacted even before an electronic letter goes out," says Trappe.

 

Targeted letters electronically distributed by the Unilever sales force are used to ensure customers at multiple levels within the companies are informed. A press release, fully coordinated with the appropriate agency such as the U.S. Food and Drug Administration, is issued broadly to the consuming public after Unilever customers are advised.

 

The tools supporting this cadence of communications must be efficient, comprehensive and flexible. One such tool is the Rapid Recall Exchange, an online service that allows Unilever to send an electronic notification directly to specific retailers 24/7, alerting them about a product recall or withdrawal.

 

The service was commissioned by the Food Marketing Institute (FMI) Associate Member Advisory Board and developed by GS1 US‚¬¾¢ in collaboration with FMI and the Grocery Manufacturers Association (GMA). The service is also endorsed by the National Grocers Association. Trappe confirms the challenges associated with making the recall notification process work perfectly.

 

"What we've learned is that the recall notification must be clear and include all details. Going back to the sales force and customers with updates will only cause confusion."

 

The Rapid Recall Exchange allows Unilever to communicate a comprehensive message to pinpoint exactly what item is being recalled and how it should be handled, yet the tool does not compromise Unilever's desire for speed. Another benefit: Many recipients of the Rapid Recall Exchange notifications tend to be recall coordinators or managers within Quality organizations.

 

Krishnayya advises, "This helps us a great deal since we are communicating directly to the people within our customers' organizations who are accountable for making sure the recall is done correctly."

 

As the company's recall process has evolved, so has its measurements of success. Based on the nature of the recall, specific standards are set. One measurement is the exacting execution of the notification to multiple audiences. Another measurement requires balancing the need for accurate, complete information with timeliness.

 

"Our process is consistent; we believe we either successfully execute or we don't. We work hard to get our facts straight €¬‚¬“ and this may take some time. It's about the integrity and quality of recall notification," explains Krishnayya.

 

Bruen, Trappe and Krishnayya all agree, "As membership in the Rapid Recall Exchange increases, we will all be better off in the industry. Our hope is that many more companies will join, especially some of the mid-sized and smaller retailers."

The Rapid Recall Exchange helps Unilever provide a single, consistent recall notification to all. It tracks who received and opened the notification and when.

 

Unilever is very vigilant so that customers understand exactly what item should be pulled from shelves. This also helps prevent non-recalled items from being pulled.