Today’s consumers are increasingly interested in the origins of their food, including how it was produced and the journey it takes from farm to table. In response, manufacturers are enhancing their traceability capabilities and developing technologies that provide consumers with clear insights into the source of their food. Traceability has emerged as a key term for both consumers and producers alike. Essentially, traceability measures track and document a product’s history and location through recorded identification.
Recent studies forecast that the food traceability market will reach a value of $14 billion by 2019. Hershey, for instance, joined the Grocery Manufacturers Association’s SmartLabel program last year, which includes a smartphone-scannable barcode on its packaging. By scanning this code, consumers can access information about ingredients, nutritional content, and allergens in the product. Last month, Hershey collaborated with Sourcemap to advance its commitment to food transparency. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origins, providing insights into where and how they are grown.
Consumers can explore the sources of all ingredients in selected Hershey products, watch videos featuring peanut and almond farmers, and discover the cooperatives supported by Hershey in Côte d’Ivoire. Deb Arcoleo, Hershey’s director of product transparency, stated, “We are always pushing ourselves to consider what more we can do to provide detailed information about our products, including how they are made and their components.” Arcoleo was inspired by Sourcemap’s founders four years ago and decided to implement their services for Hershey. A successful proof of concept led to a pilot program this year featuring Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups, allowing consumers to delve into the stories behind the ingredients.
If this pilot proves successful, Hershey plans to expand the initiative to other products. Arcoleo recognizes the growing consumer demand for ingredient transparency, saying, “Many food companies are starting to share more about their sourcing practices and the origins of their ingredients. We believed that a map would effectively convey this story in a more engaging manner than an article or blog post.” Ultimately, Hershey seeks feedback on these transparency efforts, as Arcoleo emphasized, “All food companies are striving to respond to public inquiries and ensure consumers have their questions answered regarding products and their ingredients.”
Similarly, Crunchies, a freeze-dried fruit company, recently launched its own traceability platform, enabling consumers to learn about the origins of the fruit in their Crunchies bags. CEO Scott Jacobson remarked, “We manage our products from the field to the table. We know where our food comes from and why.” However, communicating this information effectively to consumers presented challenges. Jacobson explained, “We always had traceability in mind and wanted to find the best way to convey this to our customers.” Crunchies introduced its initiative at Natural Products Expo West, featuring a traceability button on its website. Consumers can enter a lot code from the package to discover where the fruit was sourced.
For example, when a consumer inputs the lot code for freeze-dried beets, they can see where those beets were grown and understand the significance of that region. Jacobson believes that being the only freeze-dried brand to provide such transparency will set Crunchies apart in the marketplace. He noted, “Consumers are drawn to smaller brands they trust, often viewing larger global food brands with skepticism. While the food safety measures in place globally are impressive, consumers want to know the origins of their food, which is critical to them.”
Providing the transparency consumers desire is just one advantage of a traceability program; manufacturers can also utilize this information to enhance food safety. In cases of contamination, traceability technology allows manufacturers to quickly identify the source of the problem. Many companies are developing their own traceability solutions for the food industry, including Arc-net, which employs blockchain technology to maintain secure exchanges and create an accessible, decentralized database.
CEO Kieran Kelly explained, “Organizations can identify all participants in the supply chain and create an immutable chain of custody.” Katie Moore, global industry manager for GE Digital’s food and beverage sector, noted that new technology has greatly improved traceability efficiency. “In the past, if there was a product issue, isolating it was difficult due to lack of visibility. Now, advanced automation, sensors, and software allow us to pinpoint the origin of products accurately,” she stated.
Ron Myers, executive VP at Linkfresh, which provides ERP software for the fresh produce industry, acknowledged that while the industry is not typically seen as a frontrunner in technology adoption, many companies today recognize the importance of electronic data capture for traceability. “Increased adoption enhances the safety of the entire food supply chain,” he said. “Focusing on traceability is crucial for the long-term viability and profitability of any food company.”
Incorporating traceability into their practices can also extend to health-related products, such as those containing cvs calcium citrate. As consumers seek more information about what they eat, understanding the sourcing and production of even specialized ingredients like calcium citrate becomes increasingly important. By enhancing transparency, food companies not only foster trust but also contribute to a safer and more informed marketplace.