Using the SQF Level 3 Logo and Label Alternatives
Hello all,
I work for an SQF Level 3 certified Food Manufacturing company here in the USA. They have been certified for the past 8 years. These labels are placed on the master case & the primary packaging has its own identification. The finished food product is certified level 3 and not the packaging. We use a Quality Sheild Logo on each label.
In one of the recent audits, the auditor made a comment about us using SQFI Approved Quality Shield Logo on our product labels. He said it's not a norm for companies to use it as it could impact us during any certification lapses as every unit with that logo will need to be recalled etc. Basically, the tone was "you can, but it's risky."
Given that the logo is approved for use by SQFI & the company plans on staying SQF registered/ certified - can someone please clarify:
- Why is it risky?
- Any other marketing alternatives?
We really want customers/ food buyers etc. to know we've invested in a global class food safety certification right on the product label. Can I make that a statement on the label instead of a logo? "Global Class Food Safety & Quality Certified" etc.
I look forward to your thoughts. Thanks, in advance.
I can only suggest you take a look at the SQF code, specifically Appendix 3: SQF Logo Rules of Use and Appendix 4: Quality Shield Rules of Use. One thing to keep in mind is that if there is a lapse, even due to the certifying body not being able to schedule an audit (and right now there is quite a shortage of auditors), they might require you to recall that product as your auditor stated. That would be something completely out of your control which would have a huge impact, but there it is.
In all of the facilities I've worked, we have not placed the shield or logo on the final product. However, I HAVE seen it on final product I've purchased (there's a GREAT place I buy baklava from in Dearborn, MI that does...)
Also as an aside, I thought we didn't call it level 3 anymore, just SQF Quality code..
As TimG said, rules for the Shield are different than the Logo, and outlined in the SQF Quality Code: 20227fmin_quality_v3-2-final-w-links.pdf. Rules of it's use include the color and size, and there are rules about what it can be affixed to. The Quality Code also specifies your certificate number and CB name must be included on the Shield.
As to your questions about risk, agree with TimG that anytime you are uncertified due to lapse or suspended, your use of the Shield would be immediately prohibited and they can force you to recall products that were issued with the logo. Couple of notes from the Quality Code regarding such, with special attention to 5c to your auditors point that "you can, but it's risky":
5 Grounds for Ceasing Use of the SQF Quality Shield
5.1 Permission for a site to use the SQF quality shield shall be suspended and/or withdrawn:
a. If the site’s certification is suspended, withdrawn, relinquished, or not renewed; all use of the SQF quality shield in the manufacturing process must cease upon certificate suspension.
b. If the site breaches or fails to comply with these rules of use;
c. If the site uses the SQF quality shield in a way that, in the opinion of SQFI or the certification body, is detrimental to the SQF quality shield or the SQF program as a whole, is misleading to the public, or contrary to law; or
d. If the site has an administrator, receiver, receiver and manager, official manager, or provisional liquidator appointed over its assets or where an order is made or a resolution passed for the winding up of the site (except for the purpose of amalgamation or reconstruction) or the site ceases to carry on business or becomes bankrupt, applies to take the benefit of any law for the relief of bankrupt or insolvent debtors, or makes any arrangement or composition with its creditors.
6 Withdrawn Certification
6.1 A site whose certificate has been withdrawn must:
a. Submit and receive permission from SQFI to use up product in commerce that has the SQF quality shield; and
b. Conceal the SQF quality shield logo on remaining SQF quality shield packaging supplies, products, and all other printed materials. In lieu of concealing the SQF quality shield, a withdrawn site may destroy all remaining SQF quality shield supplies.
It's not a norm to use the shield on product labeling, that is true.
Almost all of our clients that have the Quality use the shield on their websites,
Interestingly enough I have only seen the shield one a can of (like pringles) of chips from the middle east and that was over 20 years ago.
Technically speaking, if the company lost the certification (individual products are not certified - but are included in the scope) you would have to take the shield off your labels and issue a market withdraw - which of course would not be a good thing considering all of your customers would know that you lost your certification.
SQFI is very clear about the use of the shield and the wording to use - however you would see a cease and desist from SQFI if they were aware of the use on the labels - pulling it from a website is easy fortunately.
A company that we are currently working with plans on placing the shield on their labeling, website, etc and we are currently reviewing doing a small ride along foldout that will adhere to the glass packaging so people can learn more about the company, SQF itself and the importance of being certified, etc.
I can only suggest you take a look at the SQF code, specifically Appendix 3: SQF Logo Rules of Use and Appendix 4: Quality Shield Rules of Use. One thing to keep in mind is that if there is a lapse, even due to the certifying body not being able to schedule an audit (and right now there is quite a shortage of auditors), they might require you to recall that product as your auditor stated. That would be something completely out of your control which would have a huge impact, but there it is.
In all of the facilities I've worked, we have not placed the shield or logo on the final product. However, I HAVE seen it on final product I've purchased (there's a GREAT place I buy baklava from in Dearborn, MI that does...)
Also as an aside, I thought we didn't call it level 3 anymore, just SQF Quality code..
I liked the levels Tim - but alas they went away.
As to the Dearborn Baklava -- I want some too!
I hate to break it to you - most people don't know what the logo means. Only those in food manufacturing. Personally as a food safety professional - if I saw it on a product - it wouldn't convince me to buy the item over another. Like others - I've seen that being SQF/GFSI certified doesn't necessarily mean the company is up to standards in food safety.
You should be proud of your certification. However, I don't think it's worth the risk of a recall if something happens out of your control like mentioned above.
Have your company caring about food safety be part of your brand. Put it on the website. Use social media to convey that you care about food safety. This would give you more of an impact.
Are you selling to other food manufacturers, catering companies, retailers or directly to consumers?
If you are selling to the latter two, putting the logo/shield on the label is meaningless. They won't know what it means and it wouldn't have any added value.
In case of the first three, you can have the same effect by putting the logo on the spec or some other document that they will request from you before buying.
I just don't see an added value to what you're trying to do, but I do see the risks that have been discussed above.
I liked the levels Tim - but alas they went away.
As to the Dearborn Baklava -- I want some too!
They ship all over. It's not cheap, but it's so worth it. I don't get out that way much lately, but it's also a good place to stop in when in the area. It's just as beautiful and clean as it looks in the pictures.
I hate to break it to you - most people don't know what the logo means. Only those in food manufacturing. Personally as a food safety professional - if I saw it on a product - it wouldn't convince me to buy the item over another. Like others - I've seen that being SQF/GFSI certified doesn't necessarily mean the company is up to standards in food safety.
You should be proud of your certification. However, I don't think it's worth the risk of a recall if something happens out of your control like mentioned above.
Have your company caring about food safety be part of your brand. Put it on the website. Use social media to convey that you care about food safety. This would give you more of an impact.
We just had our audit, and got a minor for having the logo on our website, but not having "the lastest version". Lmfao....so we'll just be taking it off. Who wants to babysit a damn logo download three times/year? I have enough to do. I didn't even know the logo was on the website as I don't manage it, and I highly doubt it does anything for us to be on there....
To me this is laughable.
To me this is laughable.
In the UK BRCGS is more common. The only time I ever see a BRC logo (and normally the old one) is on a sketchy looking lorry.
I think once I got pinged for a logo cropping up on a document I didn't create nor own. I don't think it was even a site document. Likewise, I just told the owner to remove it.
The schemes actually believe their logo has some value. LMFAO.
Ooooh...uh yeah. We have an old one our website I'm pretty sure. I guess I better make sure that gets changed before my audit next week...
We just had our audit, and got a minor for having the logo on our website, but not having "the lastest version". [snip]
To me this is laughable.
Laughable to me too, but I'd also be infuriated. What section of the code did the auditor list the finding?! Rules of use for the Logo are detailed in Appendix 3, not the actual code, so to me it shouldn't be actually part of the scope of the audit. The fact an auditor wasted time checking for the type of image on a website is absolutely not a food safety concern and means time was spent ignoring checking for said food safety issues.