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