Food Recalls & Consumer Perception in Canada Dr. Keith Mussar Keith Mussar & Associates Canadian Association of Importers and Exporters 7 th World SME Expo December 12-14, 2007 Hong Kong

Food Recalls in Canada Recall: A company’s removal from the market of an unsafe food, a potentially unsafe food or a food that violates the regulations enforced by the Canadian Food Inspection Agency

Food Recalls in Canada Recall: The final food safety intervention that can protect Canadian consumers from the risk of food borne illness

Food Recalls in Canada Canadian Food Traceability Data Standard Essential:Manufacturing Date Code: E215Q Best Before Date: 2006 AL 23 Manufacturer Ingredient Suppliers Retailers Restaurants Distributors Consumers Manufacturing Date Code Manufacturing Date Code Manufacturing Date Code Supplier Ingredient Date Code or Product Code

Food Recalls in Canada Industry’s Responsibility in a Recall Best Practice: “Advanced Preparation” Recall plan Recall management team Primary contact – “recall coordinator” Internal company, supply chain & distribution contacts Practiced recall plan-mock recall exercise minimum yearly “Manufacturing Date Code” or “Best Before Date” on product labels

Food Recalls in Canada Industry’s Responsibility in a Recall Notify Canadian Food Inspection Agency-CFIA of health concern Voluntary recall of the product  Provides required product information to CFIA Provides distribution list to CFIA Notify customers about the recall Notify public along with CFIA Collect and isolate recovered product Verifies amount of product recovered Recovery done by retailers, restaurant, third party companies Follow up Disposal of recalled product [could involve CFIA] Corrects issue responsible for hazard leading to recall

Food Recalls in Canada Product brand name Product common name Size of product package Manufacturing date code Universal Product Code-UPC Distribution list [who product shipped to & amount] Amount produced & when Copy of product label Product specifications, analytical test results Information about injuries or illnesses Company contact information Information Provided to Canadian Food Inspection Agency

Food Recalls in Canada Industry’s Responsibility in a Recall Voluntary Recalls >99.5 % of recalls done voluntarily Protect consumers-”right thing to do” Protect consumer confidence Protect brand equity Protect market share Maintain or enhance investor confidence Business insurance requirement-SME

Food Recalls in Canada Government’s Oversight in a Recall Health risk assessment Decision to recall Classification of recall-health risk, consumer notification Implementation of the recall Reviews firm’s recall plan and recall notice Requests distribution lists Verification of the recall Verifies customers were notified, product removed and controlled Follow up Monitors company’s actions on recovery, control and disposition of product Monitors company’s corrective actions

Food Recalls in Canada Government Enforcement Government Enforced Recalls Health risk is high Minister of Agriculture orders the company who is manufacturing, selling, marketing or distributing the product to recall Can be used when firm is unwilling or unable to recall the product Consequences of contravention of a recall order are fines and/or imprisonment

Food Recalls in Canada Government Enforcement Government Enforced Recalls 7 mandatory recalls [<0.5% of recalls] 1999 Tatamagouche donair sausage Kanjac containing Jelly Cups Janes brand Battered Mozzarella Sticks Kid3.com capsules  2003 Aylmer Meat Inc Tandori Masala Labonte brand honey

Food Recalls in Canada National Recall Statistics

April 1, 2006-March 31, 2007 Allergen 89(36%) Microbial 64(26%) Chemical 45(18%) Extraneous Matter 26(11%) Other 22( 9%) Total % Numbers represent total recalls regardless of class

Chinese Products Canadian Consumer Perception When you think about products from each of the following countries, please indicate if you feel very positively about them, positively, negatively, or very negatively?

Chinese Products Canadian Consumer Perception When you think about the safety of products that you buy that are made in the following countries, please indicate if you consider them very safe, safe enough, not safe enough, or very unsafe? Product Safety

Chinese Products Canadian Consumer Perception Which of the following best describes you…

Food Safety in Canada Useful References Best Practices: “Importer Food Safety Workbook” Best Practices: “Good Importing Practices for Food” Government recommended recall procedures Manufacturer Retailer Distributor Importer

Food Recalls & Consumer Perception in Canada Food Dr. Keith Mussar Keith Mussar & Associates Canadian Association of Importers & Exporters