Food and beverage recalls can expose even well-established brands to intense public scrutiny. While protecting consumers remains the immediate priority, the way companies respond to contamination issues often determines whether they preserve or lose customer loyalty. Experts say the decisions made during a recall — and how transparently they’re communicated — can have consequences that extend far beyond the immediate crisis.
Recalls force brands to balance multiple competing pressures. Companies must weigh potential reputational damage, financial costs, legal exposure and supply chain disruptions. Yet industry observers note that consumers look for evidence that public health concerns are driving the response, not profit considerations. When companies appear to prioritize their own interests over safety, the fallout can be severe and long-lasting.
When recalls go wrong
Two recent cases illustrate how mishandled recalls can damage consumer trust. In one incident, consumers — including young children — became ill after an E. coli outbreak linked to Raw Farm cheddar cheese. The FDA issued a consumer notice and recommended a recall. The company maintained that internal testing found no pathogens in its products. Two weeks passed before Raw Farm eventually issued a recall, and it did so under protest. During that period, potentially compromised products remained on store shelves.
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The response from Raw Farm president Aaron McAfee compounded the damage. Rather than reassuring customers about the company’s commitment to food safety, McAfee publicly argued with the FDA. The California Department of Public Health subsequently advised consumers to avoid all raw dairy products, noting that unpasteurized items carry higher contamination risks. Instead of explaining how Raw Farm ensures safety in its unpasteurized products, McAfee contested whether the department’s broader warning exceeded the scope of the cheese-specific recall. When a company contests regulatory findings while harm remains possible, consumers notice. Trust erodes when brands seem reluctant to protect their customers.
A second case involved ByHeart and its infant formula. The company issued a recall, but the communication was unclear. Retailers struggled to determine which products were affected or what steps to take. Contaminated formula remained on store shelves, and customers were understandably upset. Reports that babies may have been sickened by the formula for years further damaged the brand.
What drives negative perceptions
In both cases, public perception suffered because consumer safety appeared secondary to other concerns. When companies resist regulatory recommendations or issue recalls under protest, they signal reluctance that customers interpret as prioritizing sales over health. Vague communication compounds this. When consumers cannot quickly understand which products pose a risk or what actions to take, frustration builds and trust deteriorates.
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Industry experts suggest that the way companies handle recalls often matters more than the recall itself. Consumers generally understand that contamination incidents can occur even at companies following proper safety protocols. A recall does not automatically destroy trust, but only if the company takes responsibility and communicates clearly about what went wrong, why it happened and what happens next.
Acting before being compelled to do so signals genuine commitment to public health. When a regulatory body like the FDA identifies contamination, cooperation and proactivity demonstrate that a company prioritizes consumer safety over short-term costs or disruptions. Resisting a recall against regulatory guidance and publicly stating the company is acting under protest tends to create more lasting damage than a voluntary, proactive response would have.
Companies should also ensure communications provide clear, actionable information. Product identifiers, batch numbers and specific instructions help consumers determine whether they purchased affected items and what steps to take if they did. Ambiguous messaging leaves consumers uncertain and retailers unable to respond appropriately, prolonging potential exposure.
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Taking ownership of incidents matters as well. Attempting to delay, deny or deflect responsibility typically worsens reputational harm. Customers can accept that problems occur. What they struggle to forgive is the sense that a company is looking out for itself rather than for them.
Consumer loyalty tends to follow companies perceived as genuinely committed to safety. When brands demonstrate through words and actions that public health guides their decisions — especially during difficult moments like recalls — they stand a better chance of maintaining the trust that took years to build.
