Food recalls are surging, driven by contamination risks such as Salmonella, Listeria, metal fragments and undeclared allergens. While recalls have always been part of the food system, their severity has intensified. 

In 2024, the rate of foodborne illnesses linked to hospitalizations and deaths doubled, while total recall rates increased 15% between 2020 and 2024, fueling consumer wariness and a demand for more transparency. In addition to the toll on human health, the economic cost of foodborne illnesses in the U.S. is estimated at $75 billion annually in 2023 dollars. This figure includes medical expenses, lost productivity and the cost of premature deaths, with deaths accounting for 56% of the total cost.

“It’s not necessarily bad news that we have seen more recalls,” said Liz Sertl, senior director of community engagement at GS1 US. “It means the industry can catch issues with impacted food before it may reach consumers. 

Even one recall can damage brand trust. 93% of consumers express concern about the frequency of recalls, and 59% hesitate to purchase a food or brand that has experienced a recall. That makes implementing traceability standards a strategic necessity, not just a compliance exercise.

Food manufacturers who are proactively adopting GS1 Standards are better positioned to respond to recalls quickly, strengthen consumer confidence and add resilience to their supply chains, giving them a competitive edge in food safety and compliance. They are also better positioned for the upcoming FDA Food Traceability Final Rule, also known as FSMA 204 Rule compliance in July 2028, which requires companies to maintain specific records for designated foods to strengthen the food safety system.

The traceability gap

Most of the time, U.S. consumers assume their food is safe, and 85% of adults believe that food recalls protect their health and safety. But 60% also say they stop buying an entire food category after a recall, and more than half think twice about buying the same brand or food post-recall, especially when information is limited or unavailable.

“Consumers are interested in more transparency and more information,” Sertl said. “The more detail that a manufacturer or brand can give about a particular food will help avoid a ‘category killer,’ like we’ve seen in the past with spinach and romaine lettuce.” 

Despite rising consumer transparency expectations, many companies struggle with traceability due to outdated, siloed or manual processes. Large organizations often have critical data scattered across systems. Such as supply chain, procurement, food safety and supply chain teams each managing separate records. Smaller companies face even bigger gaps, relying on paper documents, spreadsheets and even crayon notes on boxes.

“When you don’t have that ‘handshake’ of information in a way that everybody understands, it takes more time to gather that information, whether it be for consumer information or a food safety recall,” she said. 

Respond faster and minimize exposure

Speed is critical when a food recall is announced. The more quickly a brand can identify impact products, the faster it can be removed from shelves and customers can be alerted. Companies adopting GS1 Standards now are better positioned to act and communicate with customers.

“Recently, the FDA had an issue, and they were able to trace back information within two weeks using all of the FSMA 204 components because there was a company that was ahead of the game and put everything into a sortable spreadsheet,” said Sertl. “In the past, that would have taken the CDC and the FDA months to gather that information.”

GS1 Standards include key pieces of information that expedite recall response:

• Global Trade Item Number (GTIN): Identifies a product.
• Global Location Number (GLN): Identifies the precise physical location of products. 
• Radio Frequency Identification (RFID): A wireless technology that uses radio waves to identify and exchange data between a tag and a reader.
• 2D barcodes (QR codes): Store large amounts of data for every step in the supply chain, including consumer-facing details. 
• Electronic Product Code Information Services (EPCIS): Provides real-time visibility into the movement and status of goods and enables seamless data sharing across partners.

Together, these standards help companies build more resilient supply chains not just to meet regulatory demands, but to improve operational efficiency across the board.

“Everybody wants food to be safe, and the more data granularity we have in real time, the safer the food system is going to be and the more quickly we can get it off the shelves if or when that is needed,” Sertl added. “Data granularity has other benefits too, like improved waste and inventory management, which are both critical to the bottom line.”

A regulatory wake-up call 

Rather than wait for FMSA 204 to take effect and scramble to clean and organize data, companies that adopt GS1 Standards now are preparing for a seamless transition, even if their product categories fall outside the regulation.

“There will be retailers that ask brands for all of their product categories to have this additional record keeping,” Sertl said. “Data quality is important from a brand perspective and addressing that now by implementing GS1 Standards, which include GTIN, GLN, RFID, and EPICS, in advance of FSMA compliance helps prepare you to turn around data quickly.

Traceability isn’t just about compliance; it’s about protecting your brand and your customers. Acting now ensures faster recalls, stronger consumer trust, and a competitive edge in a market where transparency matters more than ever.