Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Pilgrim's Pride (NYSE: PPC) popped 11% in intraday trading today, after investors reacted favorably to a product recall.

So what: The chicken purveyor is voluntarily recalling two products from food-service distributors due to potential contamination from listeria monocytogenes bacteria. Neither product has been shipped directly to grocery stores, suggesting the company took action quickly and decisively to protect consumers.

Now what: The way a company handles product problems and recalls can enhance or ruin its image -- and business. Toyota (NYSE: TM) has suffered negative press and market share losses after three recalls that occurred in 2009 and 2010. In contrast, Johnson & Johnson (NYSE: JNJ) won accolades and customer loyalty for its handling of a 1982 recall involving tampered-with Tylenol.

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Fool contributor Cindy Johnson does not own shares of any company named above. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.