Czaro Strategic Communications

Minutes after I posted 2008: The Year of the Crisis, I read about the latest food recall in the United States.

Late Wednesday, June 17, the Food and Drug Administration and the Centers for Disease Control notified Nestle that their Toll House refrigerated cookie-dough products could contain E. coli.

The next day, Nestle made the decision to remove the product. They shut down production in the Danville, Virginia facility and stopped shipping. A voluntary recall was ordered, which involved 300,000 cases constituting more than 86 million cookies.

I read about the recall the morning of June 19, and I was impressed that Nestle acted immediately. Many times, companies delay because they don’t want to lose money by pulling products.

The company’s press release clearly identified what products were being recalled, and Nestle assured customers that the safety and quality of its products “is a non-negotiable priority.”

I was most impressed that Nestle, while being proactive, also went on the offensive rather than retreat.

Since March 1, 70 people in 30 states have become ill with 25 being hospitalized and seven experiencing kidney failure. Seventy percent of those affected are younger than 19. A number of the consumers reporting illness reported eating raw dough.

I’ll admit I’ve eaten raw cookie dough. Once I think I ate an entire tube while watching TV. I didn’t get sick – but that doesn’t make it right or very smart.

The instructions on the Toll House labels clearly state that the raw dough must be baked before consumption. The message appears prominently on the package. I know this because every release and article I read quotes Nestle’s warning. Nestle’s communications team even included the actual label in the media release.

Monday, June 22, Nestle released an update on the recall. They announced a temporary layoff, affecting 200 workers at the production plant. That really stings since the Daneville’s unemployment rate in already 14.3%.

Based on the actions of the company in the past week, I predict the employees will be back to work next month. Let’s review:

• Recall Thursday.
• Products pulled by the weekend.
• Workers furloughed on Monday.

I don’t see how Nestle could have further shortened the news cycle on this recall. Other companies should pay attention and take notes. Nice job Nestle.