How Skippy Peanut Butter is spreading word about its recall

Skippy parent Hormel's manager of external comms Rick Williamson said the recall, while very limited, was important to the company and for its customers.

LITTLE ROCK, AR: Skippy Peanut Butter’s comms team is spreading the message that the brand takes product safety "very seriously," after voluntarily recalling certain items over fears that they could potentially contain small pieces of metal shavings.

Included in the recall are 153 cases, or 1,871 total pounds, of a single code date of Skippy Reduced Fat Creamy Peanut Butter Spread. The metal shavings were discovered on an in-line magnet check during routine cleaning, but no reports have been received to date of any consumer injuries or complaints, an FDA statement said.

Skippy parent Hormel Foods Corporation is handling communications around the issue internally, Hormel’s manager of external comms Rick Williamson told PRWeek. The brand’s PR AOR is Burson-Marsteller.

Hormel put out a statement with the FDA and also published a release on its website on Thursday. The company did not tweet anything about the issue until Friday afternoon.

Nothing has been tweeted from the official @Skippy handle. Williamson said Skippy’s web page will be updated on Friday with a button to link to the press release.

He added that the recall is taking place "out of an abundance of caution." The recall, he noted, only involves one small shipment in a narrow geographic market. The potentially contaminated product was sent to distribution centers for Publix, Target, and Walmart located in Georgia, Virginia, Alabama, North Carolina, South Carolina, Delaware, and Arkansas.

"We are currently working with our customers to ensure a timely removal of the product from the marketplace," Williamson explained. "We worked closely with our operations and quality assurance teams and even though it was a very limited recall, we have been communicating that the recall was very important to the company – for our customers and consumers."

Hormel’s customer relations team is standing by to address any questions from consumers via a consumer engagement hotline.

Over the past year, the food industry had been riddled with a variety of recalls due to potential contamination. Blue Bell Creameries pulled all of its products due to Listeria concerns, and the bacteria also led companies such as Sabra Dipping to recall 30,000 cases of its classic hummus, and vegetarian frozen-food Amy’s Kitchen to pull more than 70,000 packages of food.

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