Recalls of food and other products may soon be more efficient, thanks to a new tool being developed by the Food Marketing Institute (FMI).

According to Pat Walsh, vice president of industry and trade development for FMI, the recent proliferation of food recalls has seriously damaged consumer confidence, prompting the FMI to re-examine the way recalls are executed.

“We took an end-to-end look at the recall process, and we lasered in immediately on communication,” Walsh says. Every manufacturer communicates recalls in its own way, he says, making it difficult for retailers to respond efficiently and consistently.

To facilitate the communication of recalls, FMI developed the Product Recall Collaboration Zone, a Web-based portal manufacturers can use to announce recalls in a standardized way. The tool, says Walsh, can be used by any retailer or manufacturer, not just those in the food industry.

FMI has completed pilot tests of the tool, he says, and the organization expects to launch the finished product in mid-September.

When the tool is ready, manufacturers who subscribe to the service will be able to log in to the Web portal to initiate recalls. The tool will assign a unique tracking number to each recall. Manufacturers will be asked for specific information about the product, the reason for its recall, handling instructions, reimbursement instructions, etc. They will also have the option of attaching photos or other helpful documents.

Retailers and other supply chain partners will be notified of the recall via e-mail alert.

This notification system, says Walsh, is intended to complement other recall practices, not replace them. FMI developed the Product Recall Collaboration Zone with help from the Grocery Manufacturers Association and the standards body GS1. A GS1 spokesperson says of the tool, “We believe it will deliver the most comprehensive, efficient recall solution available, providing complete, authenticated recall information to the right people quickly any hour, any day.”