Crisis Management in Pet Supplements: Why Being Prepared Matters

One of my first expert consulting roles was with a medium-sized pet supplement manufacturer. I guided them through preparing for ISO 22000 certification, including one of the more challenging tasks—developing an emergency preparedness plan specific to the safety of their products. While they had a well-established procedure for apparent crises such as fires, earthquakes, and flooding, they were less prepared for potential safety, legality, or quality issues concerning their products.

We mapped out various scenarios that could lead to recalls, business disruptions, and reputational damage. Although we extended beyond the standard ISO 22000 requirements, I emphasized the value of being “better safe than sorry.” In the end, we built a comprehensive crisis management strategy.

Crisis management involves more than just reacting to a problem. It requires proactive initiatives such as conducting comprehensive risk assessments, establishing preventive controls, appointing crisis teams, and preparing response protocols. Mock drills and in-depth post-crisis analyses are essential to a robust crisis management system.

Having worked with various organizations in the food and feed industries, I’ve learned that no two crisis management systems are the same. The pet supplement sector, however, adds a layer of complexity due to its unique challenges, including:

1. Regulatory issues: Pet supplement regulations are often more complex and variable than food sector regulations. Frequent changes in regulations across countries can make a product that was once compliant overnight illegal.
2. Claims issues: Unsubstantiated claims are heavily scrutinized by consumer advocates and regulators. Even when a company wins a legal battle over claims, the process can be lengthy and draining, requiring solid crisis management capabilities.
3. Safety issues: Adverse health effects from pet supplements have led to recalls and lawsuits. In addition to the common biological, chemical, and physical hazards, nutritional hazards like incorrect dosing of nutrients or additives are more prevalent in supplements.
4. Sourcing issues: Pet supplements often rely on specialized ingredients. Losing a key supplier can immediately disrupt operations or force emergency sourcing, compromising safety and business continuity.

My client's legal dispute ended with a favorable out-of-court settlement. But what truly enabled their success was their confidence, born from being prepared with a crisis management plan.

The pet supplement industry can be unpredictable. Whether facing legal challenges, safety concerns, or supply chain disruptions, having a crisis management plan is not only advisable but essential.

If you're in the pet supplement industry, navigating regulatory, safety and sourcing challenges is the norm—but your crisis management strategy doesn’t have to be reactive. With tailored plans, scenario mapping, and proactive risk assessments, we can help you prepare for the unexpected and stay confident in the face of adversity. Don’t leave your business’s safety to chance—reach out today for a consultation and take the first step toward a resilient, well-prepared future!

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