Brand Integrity Through Haccp

Dear Saferpakers,

Over the last few months, we have had several discussions on the issue of customer complaint (but remember we have truly talked about a real product recall yet). Responses from producers with regards to customer complaints on "Exhibit A" and "Kraft Mayonnaise" (my complaint) have fall way short of decent level of responsibility and accountability.

We have also talked about corporate social responsibility or accountability (whatever the differences in terminologies are). From my observations and the readings of the comments posted, there seem to be several issues that may require further discussions at this forum.

While I have no doubt about the desire of most companies in wanting to embrace the appropriate certification (which in this case, I would refer to HACCP) but you get this feeling that this enthusiasm is just not there when it comes to addressing "problems" concerning potential food safety issues.

This brings to mind whether this "sudden" deterioration of desire is a result of potential financial losses that may be incurred if such an event is pursued OR HACCP certification was embraced purely to facilitate and fulfil good business relationship OR falsely enhance product image OR be complaint to gain market share ..........

Or, is there a possibility that HACCP has yet to gain global maturity to a level where all manufacturers are responsible and be accountable to their products. I believe the EU is trying to do just that by legislating labeling regulations including a need for producers to provide proof of a sound and valid traceability and product recovery system.

Will sensitive customers be better informed of the product that they are buying when allergenic issues are concerned OR will customers be assured that products sold are continuosly monitored by producers (beyond the facility)....all these remain to be challenged.

At Saferpakers' Forum.............here is our chance to speak our mind. As a consumer, what do you like to see, changes to be made, a watchdog monitoring system perhaps.........your call!

Is HACCP or BRC/IOP or any systems for that matter really worthwhile pursuing or am I shooting my own feet here? ...........but I know amongst all these ambiguity, there is still a visibility of hope.

Regards
Charles Chew

The following images are provided by Charles Chew:

Wearing my consumers shoes I don't give a ~#!@ about food safety! Why should I? I buy my food from major retailers and my weekly shopping basket contains a mix of retailer own branded food products and national and multinational branded foods. My concerns are the foods taste, smell and health benefits and I'm swayed by price, special-offers, and nice packaging. I've got enough to think about - surely the safety of food is a given.

At Saferpakers' Forum.............here is our chance to speak our mind. As a consumer, what do you like to see, changes to be made, a watchdog monitoring system perhaps.........your call!

<{POST_SNAPBACK}>

The one thing ‘Brand owners' hate is bad publicity so I'm all for this watchdog thing. In the spirit of raising food safety standards…of course.

Regards,
Simon

Hi Simon,

Thanks for uploading the pics. As you can see, big brands sometimes do not mean much in the marketplace....worse............if you ever think for one moment that big brands are safe brands........ you really may want to give this thought a turnover.

But all the same, I shall reserve my comments for now. Like to see other comments coming through from the rest of the members or guests........or perhaps, some one from Kraft

One thing for sure, we have Simon's thought on record......how about yours?

Regards
Charles Chew

Dear all,

For the record, the pictures of Kraft "Mayo" was duly posted ONLY after a Customer Complaint was made to the party concerned more that ONE HALF MONTHs AGO. As no accountable response was given or interest to pursue ever indicated, waiver of rights to this complaint is reasonably assumed. On that basis, this complaint is now a CASE STUDY for SaferPak.

I would also encourage other such complaints to be put through for REAL-LIFE STUDIES purposes.

Regards

Charles Chew

Charles,

Can you just tell us again what the complaint is?

Thanks,
Simon

Simon,

Thats a reasonable request and my apologies for not making a mention of it at all. This was the situation:

General Information:
1. Brand: Kraft
2. Food Variant: Mayonnaise
3. Use By Date: 21012005
4. Production facility: Kraft Philippines

Reason for Complaint
1. Temper Proof Seal did not break off upon opening of cap lid.
2. Dead ants were found on the food surface.
3. Dead ants were found on the underside of the cap lid
4. Product had already oxidised.
5. Complaint through letter was mailed to distributor (No reply or response was given after one month)
6. Complaint to Kraft, USA was made through email via Customer Services Department. Reply was given under auto reply format. Two days later, an email came that said another department would attend to this matter. A subsequent email request to demand for immediate satisfaction was not acted upon even at time of writing this posting.

From visual observation, the presence of ants and unbroken temper proof seal are strong evidences of the lack of effective quality assurance program.

Charles Chew

That's really bad. I can't believe you've not had a response.

We can only be guess how it could have happened. Maybe contamination of the lids?

Regards,
Simon

It gets worse when nobody wants to talk about the problems they had with their foods.

What else can you ask for when the entire forum is yours at your disposal to voice out your complaint. It has got to start somewhere. Not my way of making SaferPak Forum popular but I bet you we will get noticed if these negative "words" gets to wider group of consumers.

Any chance of or are we turning a section of this forum into a consumer welfare centre for unfair and unjust commercial practices. Is it worth a thought?

Charles Chew

I've seen the Kraft Foods Code of Practice for ingredients / packaging suppliers (in fact I've got a copy), it's comprehensive, tough and is actually a very good document. I also believe that suppliers must be audited an approved before they can supply Kraft. The question is then, if the supplier assurance programme is applied rigidly how could this have happened?

Well we have discussed on this forum that no system is completely fool-proof, and maybe this is one of those 1 in a 1,000,000,000 errors. Kraft have taken all steps one could reasonably expect them to take to prevent the error, but for whatever reason things have gone wrong. And poor Charles has ended up with ants in his Mayo.

The truth is we don't know what happened because a large organisations (who sets the standards) with almost limitless resources has failed to meet its own basic standards by failing to respond to the complaint.

The food supply chain is only as strong as its weakest link and that's a lot of risk to control along the way to delivering the consumer a safe food product, but this and Exhibit A do make one wonder.

A wise man once said to me 'Any fool can find fault.' It's true it's much easier to force standards on suppliers, but it's the doing that matters and none of us can abdicate our responsibility for food safety.

With regard to a forum dedicated to consumer complaints I will consider it. There are probably legal implications but at the end of the day it's only the truth. And if it helps to raise awareness and food safety standards then it can only be a positive thing.

Let's see how this one pans out - perhaps you should point Kraft to this thread.

Regards,
Simon

“Any fool can find fault.” It’s true it’s much easier to force standards on suppliers, but it’s the doing that matters and none of us can abdicate our responsibility for food safety.

So true Now you know why I always have a bone to pick with food auditors. Love to be on the other side of the fence one day though

Simon, we all know that a HACCP program (or for that matter, any other industrial programs) are only as good as the people make it to be. Similarly, I concur with you absolutely that there is NO PERFECT SYSTEM. We can only attempt to monitor/ control to a practical limit...which is why TQM (my personal opinion) can never be applied to the food industry............just not possible to get zero defects.

Hang on, we are not talking about the HACCP system or the supplier quality assurance program here. WE are refering to a pre-requisite where the Manufacturer appear to lack in applying their policies on Customer Complaint and failure to response is a serious non-conformance.

Well, I can only add that all the wonderful and tight food safety program KRAFT has on their suppliers or themselves is as good as down the drain if at all not practised in earnest.

The fact remains that if the "affected product" is allowed out into the marketplace it clearly shows that something is NOT quite right and thats where Customer Complaint Feedback can tell you a lot of THINGS.......in fact, I feel that Cusotmers should be paid for making such a complaint as inadvetently, they become their watchdog for FREE

Again, who knows what other "dangerously adverse health elements" could consumers be subject to if these producers are let scotfree?

By the way, the manufacturer of this product is KRAFT FOOD (PHILLIPINES) INC so it is clearly not an external supplier.

Charles Chew

Hi Guys,

Need an advice here. I shall be participating with various panel speakers in a HACCP forum next month but the beauty is the "quality manager" of Kraft Foods is also one of the speakers.

Do you think I would be rude if I confront him on this unfinished business of my customer complaint.

Your comments pleazzzze.

CharlesChew

Do you think I would be rude if I confront him on this unfinished business of my customer complaint.

<{POST_SNAPBACK}>

No! Definitely not. It's only continuous improvement, which I'm sure, is one of their corporate goals. I'm sure you won't make it personal.

Regards,
Simon

Simon,

Advice taken but he will get a firm reminder from me that I have lost faith in this brand.........unless I get a different opinion from the members, I shall proceed albeit "verbally armed"

Charles Chew

Or you could always force him to explain himself on here. Throw him to the mercy of the dogs!

Regards,
Simon

Yeah! I am beginning to behave like a pit bull.....

CHarles Chew