Great Value Chicken Nuggets Recalled

I typically avoid product recall stories, as I believe that when handled properly they are most often non-stories. Both national brands and Private Brands have had their fair share of recalls over the last few years so it can be interesting to see how individual brand owners handle problems. In this case the recall comes a a result of consumer complaints about bits of blue plastic in their Great Value (Walmart) chicken nuggets.

The response is particularly intriguing as it reveals the manufacturer of the chicken nuggets, national brand Perdue Farms Inc.

Readers may be surprised to learn that more often than not the manufacturer of products carry the responsibility for the product and not the brand owner. Thus Perdue responded by recalling more than 90,000 pounds of frozen chicken nugget products.

The U.S. Department of Agriculture’s Food Safety and Inspection Service announced Monday that the affected product is the 1-pound, 13-ounce bag of “GREAT VALUE Fully Cooked Chicken Nuggets.” The nuggets are sold in Walmart stores nationwide.

Each bag bears the establishment number P-33944 as well as a case code of 89008 A0160.

Purdue says consumers who bought the affected nuggets can return them to the store for a refund.

Agriculture authorities have not gotten any reports of injuries and called the risk low. But you don’t have to be chicken not to want to eat them.

The problem was quickly addressed and customers are receiving a manufacturer funded refund. Recalls are never good news for brand owners, however with good manufacturing partners and well planned responses to issues they can be effectively managed.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.