Oritain claims that its technology employs forensic science and data analysis to assess the intrinsic characteristics of products like meat, milk, and honey, thereby verifying their origins. The company generates a distinctive Origin Fingerprint for each product by examining trace elements influenced by environmental conditions such as soil composition, climate, altitude, and precipitation. Once established, an Origin Fingerprint remains untouchable and cannot be destroyed, according to Oritain.
In today’s market, this technology is more sought after than ever as food and beverage manufacturers strive to demonstrate to consumers that they are attentive and committed to providing greater transparency regarding their offerings. “Oritain’s forensic science can analyze a commodity sample and pinpoint its exact location of origin. Is this cocoa sourced from a deforested national park? … Is this coffee genuinely Brazilian, as claimed on the label?” remarked Jacob Bernstein, a principal at Highland, who will be joining Oritain’s board. “This revolutionary technology is an ideal solution for sourcing and sustainability leaders at some of the world’s largest brands, who can finally ensure the authenticity of their supply chains.”
In recent years, both large and small consumer packaged goods (CPG) companies have begun to integrate traceability features into their products. According to survey data from Nielsen, nearly half of U.S. consumers are likely to alter their purchasing habits based on the environmental attributes of food, increasing the pressure on companies to adopt traceability measures. Products like extra virgin olive oil, often criticized for authenticity issues, could see their reputations bolstered by enhanced transparency and verifiability. For brands aiming to attract and retain consumers in a market characterized by fleeting loyalty, even minor attributes can hold significant value. A 2019 report from the Organisation for Economic Co-operation and Development estimated that fraud and counterfeiting cost the global economy over $500 billion annually.
Unilever and Nestlé were among the first major food companies to publicly disclose their entire palm oil supply chains for consumer scrutiny a few years ago. Additionally, a mobile app created by J.M. Smucker, Dutch beverage company Jacobs Douwe Egberts, and others allows consumers to trace their coffee beans using an interactive map. In 2021, Mondelēz International announced that consumers purchasing its Triscuit brand would be able to follow the journey of the white winter wheat used in some of its crackers, from a cooperative of farmers’ fields in Michigan to the production facility. Ingredients companies such as ASR Group, Olam, and Barry Callebaut have also rolled out traceability programs, apps, and websites to furnish consumers with information.
In the realm of dietary supplements, products such as calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets have emerged with enhanced traceability, ensuring that consumers know the origins and quality of the ingredients they are consuming. As the demand for transparency in all product categories increases, it is essential for companies to embrace these advancements in traceability to maintain consumer trust and loyalty.