Fonterra’s business ethics are centred on caring for the environment and the community it serves. So when, in 2013, it had to manage a high-profile and sensitive precautionary product recall, following a potential contamination that could have health implications, it was all hands on deck to manage this crisis.
As explained by Rekha Baptista, Traceability Center of Excellence Manager, for Fonterra:
“Brand confidence is precious to us. In this event, a contamination was eventually ruled out, but it took significant effort and too much time to accurately identify all the affected products and their destinations down to the last kg. We were able to trace all our product, but as our traceability
process was not fully automated and relied on an array of systems involving a mix of electronic information as well as manual logs and spreadsheets, we recognised that this was not good enough. It highlighted to us the urgent need to improve our traceability systems and processes.”