Tim said -- in part- As someone who regularly buys whole bean coffee online to ship to my house, if the company I bought beans from can send me 9 marketing emails (not even exaggerating here) in the first week after purchasing some coffee but can't let me know if the coffee is recalled, it would alienate me something fierce.
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Agreed, and this was why we changed companies for buying mushroom coffee on a 2-week subscription - they had everything else covered and told us all about how they loved me as a customer, yet when they found out they had foreign debris in their bags of coffee they had no plan to contact me - I found out because of a regulatory listing of recalls.
The old adage of "one up and one back" stopped applying when companies and private labels began selling heavily to consumers direct thru drop DC's/3PL's.
We had a mushroom coffee client that had their ingredients blended and packaged off-site and shipped to a DC for final shipping to the customer - they were in business for 3 years and had amazed over 500,000 customers when they asked us if they "really had to trace direct to the consumer" They saw it as a headache they didn't need - but started (and are still doing it) doing so and even figured out a marketing agile from it about how wonderful the company is for loving their customers so much.
So, yes - it's 100% trace.
All the Best,
All Rights Reserved,
Without Prejudice,
Glenn Oster.
Glenn Oster Consulting, LLC
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