Today’s consumers are increasingly interested in the origins of their food, its production methods, and the entire journey from farm to table. Manufacturers are enhancing traceability capabilities and developing technologies to provide consumers with a clear understanding of where their food comes from in a transparent manner. Traceability has emerged as a buzzword for both consumers and manufacturers. Simply put, traceability measures document and track a product’s history and location through recorded identification. Recent studies project that the food traceability market will reach a value of $14 billion by 2019.
Last year, Hershey joined the Grocery Manufacturers Association’s SmartLabel program, which involves adding a smartphone-scannable barcode to its packaging. By scanning this code, consumers can access information about ingredients, nutritional facts, and allergens for specific products. Recently, the company collaborated with Sourcemap to enhance food transparency further. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origin, offering insights into where they were grown or produced. This platform provides consumers with a comprehensive view of ingredient sourcing, including videos about peanut and almond farmers, as well as information on the cooperatives supported by Hershey in Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, expressed the company’s commitment to providing more information about its products, including their production processes and ingredients. Her interest in Sourcemap began four years ago when she met its founders at the Massachusetts Institute of Technology. After a successful proof of concept, Hershey initiated a pilot program this year featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can delve into the stories behind the ingredients on the Hershey website, learning about farming practices and sustainable sourcing initiatives, such as how cocoa is harvested in Ghana and the almond groves of California’s Central Valley. If the pilot is successful, Hershey plans to expand this initiative to more products in the future.
Arcoleo recognizes the growing consumer demand for transparency regarding food contents, stating, “Many food companies are beginning to share their sourcing stories, highlighting where ingredients are grown.” She believes that the interactive map offers a more engaging way to convey this narrative than traditional articles or blog posts. Ultimately, Hershey is eager for feedback on these efforts. Arcoleo remarked, “Food companies are striving to address consumer inquiries about product ingredients and origins. This pilot aims to gauge interest in these insights.”
Similarly, Crunchies, a freeze-dried fruit company, has recently launched a new traceability platform. This initiative allows consumers to trace the origins of the fruit in their Crunchies bags. CEO Scott Jacobson emphasized the brand’s commitment to controlling the product journey from the field to the consumer’s table. However, conveying this information proved more challenging than anticipated. Jacobson noted, “We always aimed to improve traceability and wanted to communicate this effectively to consumers.” With ingredients sourced globally, including strawberries from three countries, the brand sought to provide transparent and reliable information about its supply chain.
Crunchies unveiled its initiative earlier this month at the Natural Products Expo West, featuring a traceability button on its website. Consumers can enter the lot code from a package to discover the origins of the fruit within. For instance, entering a code for freeze-dried beets reveals where they were grown and the significance of that region. Jacobson believes that being the only freeze-dried brand to offer such transparency will set Crunchies apart in consumers’ minds. He noted the trend of smaller brands connecting with consumers due to perceived trust, even as global food brands maintain high food safety standards.
Providing the transparency consumers desire is just one benefit of a traceability program. Manufacturers also utilize this information to enhance food safety. In cases of contamination, traceability technology enables quick identification of the source. Various companies are introducing their own traceability solutions, including Arc-net, which employs blockchain technology to secure exchanges and maintain a decentralized database visible to all network participants.
Kieran Kelly, CEO of Arc-net, explained that blockchain facilitates the identification of all participants in the supply chain and creates an immutable chain of custody. This technology enhances brand protection by providing transparency, security, and authenticity, fostering trust in an otherwise skeptical environment. Katie Moore, global industry manager of GE Digital’s food and beverage division, highlighted how new technologies have significantly improved traceability efficiency. Previously, product issues required isolating items due to a lack of visibility, but advancements in automation and software now allow for precise tracking of product origins, which is a tremendous benefit.
Ron Myers, executive VP at Linkfresh, noted that while the food industry may not be seen as a leader in technological adoption, many companies are recognizing the importance of electronic data capture in their traceability initiatives. He stated, “Increased adoption strengthens the entire food supply chain’s safety.” The growing focus on traceability not only enhances consumer trust but also supports the long-term sustainability and profitability of food companies.
Incorporating traceability efforts can also extend to specific products, such as lifetime calcium magnesium citrate, which consumers may seek information about. As awareness grows, companies can provide detailed insights into the sourcing and production of such ingredients, enhancing consumer confidence in the products they choose. The emphasis on transparency is becoming a crucial aspect of the food industry, reflecting a shift towards greater accountability and consumer engagement.