Today’s consumers are increasingly interested in the origins of their food, the production processes involved, and tracking a product’s journey from farm to table. In response, manufacturers are enhancing their traceability capabilities and developing technologies that provide consumers with clear insights into where their food comes from. Traceability has emerged as a key focus for both consumers and manufacturers alike. At its core, traceability enables users to track the history and location of a product through documented identification.
Recent studies have forecast that the food traceability market will reach a value of $14 billion by 2019. Last year, Hershey joined the Grocery Manufacturers Association’s SmartLabel initiative, adding a smartphone-scannable barcode to its packaging. This barcode allows consumers to access information about ingredients, nutritional content, and allergens in the products. Last month, Hershey collaborated with Sourcemap to further enhance food transparency. Sourcemap’s interactive mapping tool offers insights into the supply chain, allowing consumers to trace agricultural ingredients back to their origins.
The platform lets consumers explore the sources of all ingredients in a product, watch videos about peanut and almond farmers, and learn about the cooperatives that Hershey supports in Côte d’Ivoire. “We are continuously looking for ways to provide more information about our products, including their production processes and ingredients,” said Deb Arcoleo, Hershey’s director of product transparency, in an interview with Food Dive.
Arcoleo reminisced about her initial interest in Sourcemap after meeting its founders at MIT four years ago and decided to implement their technology with Hershey’s products. After a successful proof of concept, Hershey launched a pilot program this year featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can visit the Hershey website for an immersive experience detailing the stories behind the ingredients. They can learn about farming practices and sustainable sourcing initiatives, such as how cocoa beans are harvested in Ghana or the almond groves in California’s Central Valley. If the pilot proves successful, Hershey intends to expand this initiative to additional products.
Arcoleo recognizes the growing consumer demand for ingredient transparency. “Many food companies are beginning to share their sourcing stories, and we believe this mapping approach is a more engaging way to convey that narrative than traditional articles or blogs,” she stated. Ultimately, Hershey is eager to gauge consumer reactions to these efforts. “All food companies, including us, are striving to answer public inquiries regarding product ingredients and origins,” Arcoleo noted. “This pilot will help us understand if consumers find this information valuable.”
Similarly, Crunchies, a freeze-dried fruit company, recently launched its own traceability platform. This initiative allows consumers to trace the origins of the fruit in their Crunchies bags. “We oversee our products from the field to the table,” stated Scott Jacobson, Crunchies’ CEO. “We are aware of where our food comes from and the reasons behind it. Our growing partners are known to us, ensuring transparency throughout our supply chain.” However, conveying this information to consumers proved more challenging than anticipated.
“We had always aimed to improve traceability and sought effective methods to communicate this to our consumers,” Jacobson explained. “With a global supply chain sourcing strawberries from three different countries, we wanted to present this information with integrity and confidence.” Crunchies unveiled its initiative at the Natural Products Expo West, featuring a traceability button on its website where consumers can input a lot code to discover the origins of their fruit. “For example, if a consumer buys a bag of our freeze-dried beets and enters the lot code, they will see where these specific beets were cultivated and understand the significance of that region,” Jacobson shared.
He believes being the sole freeze-dried brand to offer this level of transparency will set them apart in consumers’ minds. “Smaller brands are gaining consumer trust, while larger global food brands often face skepticism. This perception is somewhat misleading, as the food safety measures implemented globally are exceptional,” Jacobson remarked. “Nevertheless, consumers want to connect with a brand and know the sources of their food, which is crucial to them.”
Providing consumers with the transparency they desire is just one benefit of a traceability program. Manufacturers also utilize this information to enhance food safety. In the event of a contamination issue, this technology enables manufacturers to quickly identify the source. Numerous companies are developing their own traceability solutions for the food industry. One such company is Arc-net, which employs blockchain technology to secure transactions and create a decentralized database visible to all network participants. “Organizations can identify all participants in the chain and establish an immutable chain of custody,” said CEO Kieran Kelly. “Blockchain is invaluable for brand protection, offering transparency, security, and authenticity to build trust in an uncertain world.”
Katie Moore, global industry manager for GE Digital’s food and beverage sector, highlighted that new technologies have greatly improved traceability efficiency. “Previously, when an issue arose, isolating the product was necessary due to a lack of visibility and detailed insight,” she explained. “Now, thanks to advancements in automation, sensors, and software, we can accurately identify the origins of all products, which is fantastic.”
Ron Myers, executive VP at Linkfresh, which offers ERP software tailored for the fresh product industry, noted that while the sector isn’t typically viewed as a leader in adopting new technologies, many companies now recognize the importance of electronic data capture in their traceability efforts. “Widespread adoption enhances the overall safety of the food supply chain,” he stated. “As more companies prioritize this topic, it aids in their long-term survival and profitability.”
Incorporating traceability into their operations allows manufacturers to inform consumers about products such as calcium magnesium citrate 90 caps from Solaray, helping them understand the sourcing and production processes involved. With growing consumer demand for transparency, implementing effective traceability measures is vital for the food industry.