Today’s consumers are increasingly interested in understanding the origins of their food, the production processes involved, and the journey it takes from farm to table. In response, manufacturers are enhancing their traceability capabilities and developing technologies that allow consumers to gain clear insights into the sources of their food. Traceability has emerged as a key focus for both consumers and manufacturers. Essentially, traceability measures track the history and location of a product through documented identification.
Recent studies have projected 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 introduced a smartphone-scannable barcode on its packaging. By scanning this code, consumers can access information regarding ingredients, nutrition facts, and allergens associated with a product. Last month, Hershey collaborated with Sourcemap to enhance transparency in food sourcing. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origins, providing insights into where they were grown or produced. Users can learn about the sourcing of all ingredients in Hershey products, watch videos featuring peanut and almond farmers, and discover the cooperatives supported by the Hershey Company in Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, expressed the company’s commitment to providing consumers with more information about their products and their production processes. Arcoleo recalled her initial interest in Sourcemap when she met its founders at MIT four years ago, and last year, she decided to implement their technology at Hershey. After a successful proof of concept, Hershey launched a pilot program featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Customers can visit the Hershey website to explore the stories behind the ingredients, including sustainable farming practices, such as cocoa bean harvesting in Ghana and almond cultivation in California’s Central Valley. If the pilot succeeds, Hershey intends to expand this initiative to additional products in the future.
Arcoleo acknowledged the growing consumer demand for ingredient transparency and how their mapping tool offers a more engaging way to share these stories than traditional articles or blog posts. Hershey is keen to understand public perception regarding these efforts, as Arcoleo emphasized that all food companies strive to address consumer inquiries about product ingredients and origins.
Similarly, freeze-dried fruit company Crunchies has introduced a traceability platform that allows consumers to identify the origins of the fruit in their Crunchies bags. CEO Scott Jacobson shared that the company maintains control over its products from farm to table, ensuring transparency throughout the supply chain. However, conveying this information to consumers proved to be more challenging than anticipated. Jacobson explained that, given the global nature of their supply chain with fruits sourced from multiple countries, they aimed to communicate their sourcing practices with integrity and confidence.
At the Natural Products Expo West, Crunchies unveiled its traceability initiative, featuring a button on its website where consumers can enter a lot code to discover the origins of their fruit. For example, entering the code for freeze-dried beets reveals where the beets were grown and the unique characteristics of that region, while mangoes trace back to Thailand, highlighting what makes that country special for mango production. Jacobson believes that being the only freeze-dried brand to offer such transparency sets Crunchies apart in consumers’ minds.
He noted that smaller companies are gaining consumer trust, while larger global food brands face skepticism. Jacobson emphasized the importance of understanding where food comes from, stating, “Offering consumers the transparency they seek is just one positive aspect of a traceability program.” Additionally, manufacturers are leveraging traceability data to enhance food safety. In the event of contamination, this technology enables quick identification of the source.
Several companies are developing their own traceability solutions for the food industry, including Arc-net, which utilizes blockchain technology to ensure secure transactions and maintain a decentralized database accessible to all network participants. CEO Kieran Kelly emphasized that blockchain provides crucial brand protection through transparency, security, and authenticity.
Katie Moore, global industry manager at GE Digital’s food and beverage division, highlighted that advancements in technology have greatly improved the efficiency of traceability methods. Previously, when product issues arose, it was difficult to isolate products due to a lack of visibility. Now, thanks to automation, sensors, and software, precise tracking of product origins is achievable. Ron Myers, executive VP at Linkfresh, noted that while the fresh product industry isn’t typically seen as a leader in technological adoption, many companies are recognizing the importance of electronic data capture for effective traceability.
This increased adoption ultimately enhances the safety of the entire food supply chain. By prioritizing traceability, companies ensure their long-term survival and profitability. In this context, it’s notable that consumers are also becoming more health-conscious, seeking products that contain beneficial ingredients, such as calcium magnesium citrate with vitamin D, which is another area where traceability can play a vital role in providing consumers with information about health-enhancing components in their food.
In conclusion, the demand for transparency in food sourcing is on the rise, with companies like Hershey and Crunchies leading the charge in providing consumers with insightful information about their products. As the traceability movement continues to evolve, it not only helps maintain food safety but also fosters consumer trust and loyalty.