1. Dealing with Food Safety Incidents
Ernst Bundschuh Coca-Cola DDFI 6th Annual European Food Safety and Quality Summit May 2016

2. Experience tells, incidents will hit us…2

3. Food safety related issues with crisis potential in the soft drink industy
Ongoing Issues
General concerns with soft drinks
sugar, artificial sweeteners (e.g. aspartame), colorants
Undesired substances
Migration from packaging material (e.g. BPA, estrogen acting substances in PET bottles)
pesticides, acrylamide (coffee)
Immediate Incidents
Manufacturing defects
Foreign matter, e.g. glass fragments
Allergens (cross contamination)
Microbiological contamination
Criminal actions
Product manipulation 3

5. Crisis prevention … ...and successfully tackeling
Risk Assessment
Early Warning System
Emergency Preparedness
Crisis
Management
Team
Structure
Processes
Communic. Plan
Decision Making
Incident Management and Crisis Resolution (IMCR) 4

6. Clear organization structure is the basis
KO Operations Center
Multi countries
24/7 Availability
Global database
Country Incident Management Team
Managing incidents
24/7 Stand-by duty
Multi-disciplinary
Executes operational aspects
Operations MIT
Event IMT
Plants, Sales
Major Events
(e.g. Truck Tour) 5

7. Emergency preparedness requires practicing
Manual
Reporting & Escalation Matrix
Emergency Plans
Contact Lists
Stand-by Duty
AnalysisTools
Recall Plan
Training
Basic Trainings for IMTs
Media Training for Speaker
Operations Training, e.g. Security, Reception
Basic employee training
Exercising
Scenario simulations
Recall drills (traceability)
IMT Validation
Anticipating
Monitoring development of ongoing and new issues (media, academia)
Regular risk assessment
customer & consumer complaints

8. Out of the blue… …an incident happens…

9. …and the Incident Management Team is being activated
Facts
What exactly happened? Who/what was damaged? Are there health risks?
Problem Analysis
What happened? What‘s the size of the problem? Technical Analysis? Best and worst case outcome?
Market Sensitivities
What‘s the nature of the problem (external view)? Who are the relevant stakeholders. Are there specific sensitivities?
Impact Analysis
How will the incident impact stakeholders (perceived and real?

10. The Urbacher Case Initial Facts:
3 consumer complaints re glass pieces in 0,7 l returnable Glass Bottle
Production Period April to June

11. Scenario panning is basis for building the strategy
What is the Best Case outcome?
What is the Worst Case outcome?
Isolated cases with clear root cause
Product withdrawal of affected batches
No product availability issues
No significant public discussion
All package sizes affected
Serious injury of consumer - public discussion
All Urbacher products must be removed from the marketplace
Customers can‘t be supplied
Long-term damage for the brand 11

12. Facts Urbacher:
Production period April to June
Functional disorder of production process 0.7 L
bottles produced
2170 customers supplied
bottles in own warehouses
bottles with customers
bottles in hands of consumers
Getting the facts right is critical, but not always as simple as it appears (type of defect, defect rate, root cause, affected amount) Often decisions need to be made on limited information

14. There is nothing less at stake than…
Reputation
Trust
Credibility

15. A RECALL must be well prepared
Scope
Completeness
Authorities
Information acc. Art 19 REGULATION (EC) No 178/2002
Risk Assessment
Information for the Public
Customer information
Easy to execute
Product replacement
Monitoring the recall activities and status reporting

16. Communication can significantly determine the development of an incident
With whom do we want to or need to communicate?
Clear and true statements regarding the facts, show concern and control, use language of stakeholders
Key message as questions& answers
Communication plan for addressing target audiences, e.g.:
Authorities
Employees
Customer
Public

17. Key messages Urbacher case
Pressemitteilung
Rückruf URBACHER und SCHURWALD in der 0,7 l Glasflasche
Urbacher Mineralquellen ruft mit sofortiger Wirkung die 0,7 l Glasflaschen Mehrweg seiner Marken URBACHER und SCHURWALD* zurück.
Hintergrund der Rücknahme sind Glasscherben, die vereinzelt in Flaschen gefunden wurden. Vorsorglich und um für Kunden und Konsumenten einen unkomplizierten Ablauf zu ermöglichen, rufen wir sämtliche im Markt befindlichen 0,7 l Glasflaschen der Produkte zurück.
Wir bitten Verbraucher, die Glasflaschen 0,7 l der Marken URBACHER und SCHURWALD bei sich zu Hause haben, das Produkt zum Austausch oder zur Rückerstattung des Kaufpreises am Einkaufsort zurückzugeben. Für Rückfragen können sich Verbraucher auch an die Servicenummer wenden (8:00 bis 21:00 Uhr und am Wochenende von 10:00 bis 18:00 Uhr).
* URBACHER Classic, Medium, Apfelschorle, Rote Schorle, Orange, Klare Zitrone, Cola-Mix, Trübe Zitrone, Apfel-Holler, ACE, Drive Light Grapefruit und Drive Light Citrus-Maracuja-Kiwi
SCHURWALD Classic, Medium, Silber (Zitrone), Gold (Orange), Limette, Mandarina und Cola-Mix
Effective immediately Urbacher Mineralquelle recalls all 0.7 l Returnable Glass Bottles…
Background of the recall are glass fragments…
Preventatively and to facilitate an uncomplicated process we recall…

18. Positive media feedback – Regaining Trust15

19. Post mortem analysis drives improvement
Technical root cause analysis
Analysis of the crisis management process
Use of external consultant
Development and implementation of an action plan
Sharing learnings

20. Conclusion The next incident will happen
Anticipating and early detection of issues with crisis potential to intervene in time
Robust structure and processes across the system to act coordinated
Training & practicing to act swiftly
Post mortem analysis to drive prevention 17