The FDA recently issued a letter calling for better communication to consumers during product recalls. It’s not a new problem. For years, both regulators and industry have acknowledged the gap between recall announcements and consumer action – but little has changed. That delay costs time, increases risk, and puts public health at stake.

Fortunately, momentum is building. Organizations like STOP Foodborne Illness and the Alliance for Recall Ready Communities are taking meaningful steps toward modernizing consumer-facing recall communication. But while that long-term work continues, companies across the supply chain have a responsibility right now: protect your customers with better B2C recall practices.

The truth is, process breakdowns and communication failures don’t just increase liability – they erode consumer trust. If your recall process doesn’t prioritize the end user from the start, you’re not ready. The companies that respond best are the ones that planned for it in advance.

All Recalls Are B2C

Whether you sell directly to consumers or not, every recall ultimately affects people. The product in question ends up in someone’s home, on someone’s plate. That’s why all recalls are business-to-consumer at the end of the line – and why every recall plan needs to reflect that reality.

If you’re a manufacturer without a direct-to-consumer channel, you still need a B2C-ready strategy. That means equipping your retail partners with the product data, communication templates, and timelines they can use to reach consumers quickly and clearly. The more formatted and structured your data is, the easier it becomes for retailers to act on it.

If you do sell direct, your plan should go further. You need direct communication channels in place and ready to activate. That includes email, SMS, and web updates tailored to your customer base. You should also be able to identify who purchased the affected product, when, and through which platform.

Loyalty Programs in Action

For retailers, loyalty programs are one of the most effective tools for recalls, but they’re typically underused. Loyalty data enables direct communication with specific consumers based on verified purchase history. That means no guesswork, no blanket messaging, and no delay.

One Recall InfoLink client, an established grocery retailer, has built their recall process around this capability. When a recall is issued, they generate a targeted list of affected customers in minutes using loyalty purchase data. From there, they send automated email alerts with clear instructions. In one recent incident, the system enabled them to notify tens of thousands of impacted consumers in under ten minutes. There was no need to rely on store signage alone. The message went directly to the right people – fast, personal, and effective.

This is what good consumer communication can look like when loyalty data is connected to systems, formats are standardized, and roles are clearly defined before the recall begins.

Make Consumer Messaging Clear, Actionable, and Accessible

The purpose of B2C recall communication is action. That means your message needs to be understandable, targeted, and easy to act on.

• Use plain language. Don’t make consumers decode industry jargon.
  
  
• Include specific product identifiers – lot codes, use-by dates, brand names – and use photos when possible.
  
  
• Prioritize format. Tables and bullet points are easier to scan than dense paragraphs.
  
  
• Be explicit about next steps. Should the consumer return it? Throw it away? Contact support? Say exactly what they need to do and how to do it.

Striking the right tone is just as important. You want consumers to act quickly, but also feel reassured. Safety depends on both urgency and clarity.

Use Multiple Channels for Maximum Reach

Don’t rely on one platform to carry the message. Consumers live across channels, and your communication strategy should too:

• Social media offers both reach and responsiveness. Monitor comments and messages to provide real-time support and reinforce the message.
  
  
• Website banners and recall-specific landing pages offer a clear home for all related information.
  
  
• QR codes and 2D barcodes on packaging can provide instant access to recall details.
  
  
• Automated email, SMS, and phone alerts enable instant outreach. If you don’t have recall automation tools in place, it’s time to add them.
  
  
• In-store signage matters too. Your messaging should trickle all the way down to shelf-level. If the store doesn’t know what to post, the manufacturer hasn’t done their part.

Build the System Before You Need It

The time to think about consumer communication is before the recall. Just like any other part of your crisis response, it needs to be built, tested, and ready to go.

• Create a library of pre-approved templates for different scenarios.
  
  
• Assign and train a spokesperson who can handle media inquiries and public messaging.
  
  
• Make sure your tech stack includes automation tools that support fast communication across all channels.

If you aren’t confident in your ability to reach the right consumers with the right message, quickly and clearly, the time to fix it is now.

Our team helps companies build B2C-ready recall systems that protect consumers, reduce risk, and build trust. From loyalty integration to custom messages, we know what works and how to make it work for your business.

Don’t wait for a recall to realize what’s missing. Talk to our team.