HACCP requires traceability. kazva.bg on every package.

HACCP and Consumer Feedback: Why Complaints Are Part of Food Safety

EU Regulation 852/2004 makes HACCP mandatory for all food business operators across the European Union — from farm to shelf. National food safety agencies conduct over a hundred thousand inspections annually across EU member states. Consumer complaints are a formal input signal in the HACCP system: every complaint about quality or safety triggers corrective action under Codex Alimentarius Principle 5. This means feedback collection is not a marketing exercise — it is a food safety obligation.

BRC Global Standard v9 (sections 3.10-3.11) further requires documented investigation with root cause analysis for every complaint, plus an annual trend analysis summary. Over 30,000 sites globally hold BRC certification, and the standard is de facto mandatory for any manufacturer supplying major European retailers such as Lidl, Kaufland, Tesco, or Carrefour.

QR on Packaging: A Direct Channel from Consumer to Manufacturer

Traditionally, FMCG manufacturers have no direct relationship with the end consumer — communication flows through the retailer. A QR code on product packaging changes this dynamic: consumers scan and provide feedback directly to the manufacturer. With scan rates of 14-15% (compared to 2-3% for promotional QR codes), the data satisfies ISO 22000 section 7.4.2 requirements for external communication and generates the trend analysis that BRC auditors accept as evidence. This dual-purpose feedback channel bridges the gap between food safety compliance and consumer insight.