Behind the scenes here at Life’s Abundance, when the alert of a recent pet food brand’s recall due to deadly levels of aflatoxin first hit our inbox, there was a sense of urgency to spread the news. At that point, the death of 28 dogs was being reported by the FDA and the media hadn’t picked it up yet. A meal time had already passed since the notice was posted, and another one was approaching. Unsuspecting dog owners not fortunate enough to sign up to have these alerts delivered to their inbox were about to dip into potentially contaminated bags to feed their beloved dogs.
Eventually, the news media began broadcasting the story. Sadly, dozens more dogs being fed the recalled food died. As of this writing, the investigation is still ongoing with over 110 deaths reported.
Now, a few short weeks later, another pet food brand issued a recall in an overseas market due to excess levels of Vitamin D. The steps being taken in both cases bring the inherent problems of the recall system into relief. They also illustrate the unmatched value built into the Life’s Abundance way of doing business.
The Media Fallacy
Relying on the media for recall information is inherently problematic. Unless the problem is big enough to have harmed a large number of people or pets, most consumers will never hear about a recall. Of the dozens of recalls and product withdrawals in the U.S. each year, how many do you remember hearing about? The ones that make the headlines tend to have caused widespread illness, whether in people or pets. Even then, you need to be at the right place at the right time to catch the information.
The Full Time Approach
A brand with a problematic product surely is aware of the issue. The question is whether they have a system in place to communicate it out to customers. If they do have a system in place, chances are they don’t know who you are - your purchase was likely made through a retailer so they have no way to contact you. Taking the step of signing up for news alerts for each brand you have in your home might catch recall news and deliver it to you. Is that a practical approach? With dozens of brands represented in your pantry, refrigerator and bathroom, probably not. Is it a surefire way to hear about a recall? Odds are slim unless the brand has a system in place to push out an alert to subscribers, and has committed to do so. Keeping tabs on the brands you buy could amount to a full time job.
The Point of Sale
A flyer posted on the bulletin board at retail locations is sure to reach a lot of people. But is it reaching the right people? If you buy your supplements from a specialty store, or your dog food from a dog supply store, it’s unlikely you will return to that shop until you’ve used up the product that may be the subject of the recall notice. And now, at a time when grocery delivery services are being used, visits by consumers are a fraction of what they were - meaning they’ll never see that sign on the register or bulletin board.
Trust The Brand You Choose
At Life’s Abundance we love pragmatic innovation, and the troubled recall system outlined above got our attention decades ago. There has to be a better way, we thought. That’s when we committed to a quick notification system. To explain, because of our direct relationship with consumers, combined with our controlled manufacturing, we know which consumer received which product, down to the lot number. In the event there is ever an issue with a product, our proactive communications system allows us to reach 6,000 people by phone in just one hour ensuring that we can contact all affected customers quickly. We can also reach them by email and through the mail.
As consumers, parents and dog owners ourselves, we understand that deciding to buy a product can feel like a leap of faith. With Life’s Abundance, that leap is backed by our commitment to provide you with safe, high-quality products and, importantly, a system to follow through on that commitment. When it comes to the safety of the ones we love, peace of mind is certainly a measure of a product’s value. Combine that with thoughtful formulation, exceptional quality and rigorous safety measures, and you’ve got a win on your hands.
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