20-24 FEBRUARY 2023
DUBAI WORLD TRADE CENTRE

20-24 FEBRUARY 2023
DUBAI WORLD TRADE CENTRE

Fairfood’s blockchain traces food “back to its genesis” for effective brand storytelling

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Fairfood’s blockchain traces food “back to its genesis” for effective brand storytelling

Fairfood’s blockchain traces food “back to its genesis” for effective brand storytelling
Source: Food Ingredients First

Dutch NGO Fairfood has launched a new blockchain-enabled transparency and traceability platform, Trace, to track food back to its origin and share product stories, tapping into the storytelling trend. Adopting a banner of “radical transparency,” the organization aims to empower farmers with its user-friendly platform. Trace is positioned as an accessible and affordable tool, allowing food businesses large and small to uncover their supply chain and, with that, possible socio-economic issues.

“Give it another ten years and all of the world’s food will be traceable and transparent,” underscores van Gils. “Blockchain simply comes in as a very handy tool to realize that. Currently we see that our food chains are splintered. Due to a lack of trust, agri-food actors are unwilling to share information with each other, leading to disconnected data silos in every step of a supply chain,” says Marten van Gils, Director Digital Innovation at Fairfood, tells FoodIngredientsFirst.

“Trace is a simple to use SaaS [Software as a Service] platform that allows any food brand to apply transparency on their product chains and start tracing their products – even when they don’t know their supply chain yet. They sign up and invite their suppliers consecutively until reaching the farmers at the start of the chain,” he details.

Read the full article on https://www.foodingredientsfirst.com/news/fairfoods-blockchain-traces-food-back-to-its-genesis-for-effective-brand-storytelling.html

 

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