From the company's website:
We have requested that a select number of retailers withdraw one small batch (256 cases) of 6 LB Adult Select Formula Dog Food from their warehouses and stores. We have had a few reports of mold in bags from this batch that was caused by higher moisture content in the food. We know the entire batch has not been affected, but have requested the entire small batch to be removed from warehouses and stores. Only batch number 1792-02 (Expiration 27 DEC 13) is affected, all in only 6 LB bags.
Of course, they call it a "limited product withdrawal," which seems to be the new verbiage of choice now that "voluntary recall" has lost its luster. As to finding their recall notice, well... I'll link to it here, and quote from it, but good luck finding it on their website -- I couldn't. And when I went to their Facebook page to ask about it, it wasn't there either, although their page manager kindly shared it with me.
So I guess that means it's time for Pet Food Recall Management 101:
- Get there first with the recall announcement, instead of letting people find it places like this, where it will be given to them as a criticism of your business practices instead of a vital communication from a trusted brand.
- Announce at the earliest possible moment, not the moment when you believe it will get the least public notice, like late on a Friday afternoon.
- Be honest and open. Don't use weasel words; call it what it is, a recall.
- Accept full responsibility for the problem and assure everyone that you'll find out what happened and take measures to make sure it never happens again once you do. And mean it.
- Post your recall everywhere your customers are, including the front page of your website, points of sale, and social media. Put it out early and often on your own social platforms.
- Don't refuse to answer questions publicly, referring people to an 800 number where the conversation will be hidden.
- Make sure your reps actually have the answers when people call, Tweet, or post.
- Follow through on your investigation and when you've identified the problem, announce that, along with the changes you're making so it doesn't happen again.
That's how you look like a good guy and protect your brand.