Communicate Your Success

Jonathan Richardson February 16th, 2007

ConAgra Foods announced this week that it is voluntarily recalling Peter Pan and Great Value peanut butter produced by the company with product code 2111 imprinted on the lid. The recall stems from CDC information suggesting the yummy spread contains salmonella. A quick check of my pantry reveals I’m one of the consumers that should discard the product.

So now that I can’t eat the peanut butter I purchased, I need more PB for my J. As a consumer, do I give ConAgra another shot at my business or make like choosy moms (or dads) and choose Jif? As I don’t consider peanut butter an emotional purchase, I’ll probably just bring the label from my old jar back in and replace it. No harm, no foul.

I was initially concerned as a ConAgra press release stated I would have to “return the Peter Pan Peanut Butter or Great Value Peanut Butter product lid along with (my) name and mailing address to ConAgra Foods, P.O. Box 3768, Omaha, NE 68103.”

Translated, this means:

• Find box for lid
• Travel to post office to mail said box and lid
• Pay to ship box to ConAgra
• Wait for refund check
• Take refund check to bank and deposit so I can purchase more peanut butter
• Return to initial place of purchase to replace previous peanut butter

Instead of a peanut butter to-do list, ConAgra wised up and, as of 2/16/07, is now allowing consumers to return the product to the place of purchase for a full refund.

By not making consumers jump through hoops to resolve the issue, ConAgra has saved face and prevented adding insult to an already injured consumer trust.

• Consumer , Business , Marketing
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