Breaking the Trust Dam: How Recalls Spill Over Across Industries

Written by Michael Johnson

2024 was a humdinger of a year for recalls. From E. coli outbreaks in fast food to contaminated pet food and even bottled water safety scares, it felt like no category was safe from the spotlight. And when recalls hit in 2024, they didn’t just ripple—they roared, leaving an indelible mark on consumer trust across entire industries.?

The Scale of Modern Recalls?

The size and impact of recalls in 2024 have been staggering. In the second quarter alone, defective units surged to 254.6 million—a jaw-dropping 100% increase from the previous quarter, according to Risk & Insurance. These recalls weren’t small, isolated blips. They affected hundreds of thousands of products, reaching consumers across the globe.?

When recalls are this pervasive and this massive, their reach goes far beyond the shelves. Consumers are left reeling, wondering not just about the safety of the products involved but the integrity of the entire category.?

Understanding the Spillover Effect?

In our interconnected world, one brand’s failure becomes every brand’s problem. When a single company issues a recall, consumer skepticism doesn’t stop there—it spreads across markets and categories. Even companies with pristine safety records can find themselves fielding frantic calls and defending their reputations.?

We call this the “Spillover Effect.”??

Social media spreads bad news fast. A single tweet or post about contaminated food can explode within hours, reaching millions and triggering widespread anxiety. This can turn contained, localized spiraling into an industry-wide crisis at breakneck speed.?

The stakes for consumers are high. They want to take great care of their families and pets, providing food and products that ensure their health and happiness. But they are very tired of plain bad news—one recall after another, one more headline making them second-guess every decision they make for those in their care.??

The Erosion of Consumer Trust?

Consumers today are dealing with “trust fatigue.” Bombarded by recall announcements, they’ve become increasingly skeptical, regardless of brand loyalty or past experiences. This exhaustion comes from a perfect storm of factors:?

• The massive scale and alarming frequency of modern recalls?

• Instant access to scary information via social media and news alerts?

• Heightened awareness of safety issues across both human and pet products?

• The emotional toll of perceived risks to family and pets?

For pet food brands, this means trust isn’t a one-time achievement—it’s a continuous commitment.?

Strategic Imperatives for Pet Food Brands?

Maintaining consumer trust in this environment requires more than promises; it demands consistent, proactive action. Here’s how brands can rise to the challenge:?

1. Embrace Radical Transparency?

• Document and share quality control processes.?

• Provide detailed ingredient sourcing information.?

• Communicate openly about safety protocols.?

• Make certification and testing data easily accessible.?

2. Build Proactive Trust Frameworks?

• Develop safety communication strategies before crises occur.?

• Establish clear channels for consumer questions and concerns.?

• Create educational content about safety measures and quality controls.?

• Maintain a consistent presence across all communication platforms.?

3. Navigate Industry-Wide Challenges?

• Address category-wide concerns proactively, not defensively.?

• Differentiate your brand through a demonstrated commitment to safety.?

• Collaborate with industry partners to establish higher safety standards.?

• Support initiatives for transparency and quality at an industry level.?

4. Strengthen Consumer Communication?

• Provide regular updates about safety measures and quality control.?

• Use multiple channels—social media, email, packaging—to reach consumers effectively.?

• Offer clear, accessible information about product safety.?

• Respond promptly and transparently to consumer concerns.?

Cleaning up the Spillover and Building Resilient Trust?

Safety is the top priority for the average consumer; trust is the foundation of every purchase decision. For pet food brands, success hinges on:?

• Empathizing with consumer concerns: Acknowledge the emotional toll recalls take on pet owners.?

• Exceeding safety standards: Go above and beyond regulatory requirements.?

• Communicating openly: Build confidence through consistent, transparent messaging.?

• Collaborating for the greater good: Work with industry partners to create and uphold higher safety benchmarks.?

Conclusion?

2024 has underscored a vital truth: trust in the pet food industry is fragile yet indispensable. Recalls are undesirable, but they happen. Recall fallout can be mitigated and managed through strategic preparation, radical transparency, and an unwavering commitment to safety.?

Protecting your brand isn’t just about your survival—it’s about safeguarding the resilience of the entire pet food industry. Only by balancing individual differentiation with collective collaboration can the sector confidently move forward into the future. By setting new standards for transparency, quality, and communication, you can build consumer confidence and lead the industry.?

About the Author

Michael Johnson is the consumer insights and trends thought leader in the Pet Specialty industry, regularly consulting retailers, veterinarians, distributors, and manufacturers on the dynamics of the pet industry and how to best develop and position their products, brands, programs, and services to connect with consumers. Michael brings over twenty years of experience in marketing, strategic planning, and consumer and market research from across the Food, Drug, Mass, Wholesale, and Pet channels. He frequently lectures on pet trends and has been featured at events on behalf of organizations such as PIDA, PILS/PIJAC, SuperZoo, Pet Food Workshop, APPA, Pet Industry Executive Summit, as well as many retailer, veterinary, and pet distributor conferences.