Between May 2011 and September 2013, Woolworths instituted nine product recalls of Abode-brand appliances. This makes it the most recalled brand since 1998, which is as far back as the Product Recalls website documents. In this midst of this tsunami of recalls, Appliance Retailer campaigned for Woolworths to take responsibility and commit to sourcing safer and more reliable private label appliances. In August 2012, this author sent an Open Letter to Woolworths CEO Grant O'Brien demanding the company fix its quality control procedures.