Case Study: Fonterra
Collaborating successfully to earn consumer trust and supply safe infant milk around the world.
Fonterra’s business ethics are centered 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 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, 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 recognized that this was not good enough. It highlighted to us the urgent need to improve our traceability systems and processes.”