Page 20 - Food&Drink August 2022 magazine

TRACK & TRACE
Putting the cherry on top
A project between leading premium cherry exporter Reid Fruits, brand authentication specialists Laava, and digital printer Peacock Bros. has seen a Smart Fingerprint solution dramatically reduce counterfeiting of Reid’s fresh produce in overseas markets. Kim Berry writes.
TASMANIAN cherry grower Reid Fruits had a problem.
As a premium producer and exporter, with the reputation as one of the best on the Asian market, it was a prime target for counterfeiting.
Reid Fruits managing director Tim Reid says they are not alone in counterfeiting being a “massive issue”, with other fresh fruit producers also affected.
The Smart Fingerprint technology use images that are uniquely generated to each individual product, and use proprietary optical scanning technology, making them much more secure than a QR code.
They are digitally printed by Peacock Bros. using state-of- the-art digital label printing and finishing technologies.
When a counterfeit Reid Fruits’ cherry box is scanned by the consumer, a ‘Suspected Counterfeit’ message comes up on their smart phone, with
support information from Reid Fruits.
Peacock Bros. group managing director Ryan McGrath says, “Securing products at item level provides us with the framework for implementing emerging technologies such as connected packaging solutions. This enables opportunities to provide advancements in consumer engagement (through augmented reality), product track and trace capabilities, and sustainability improvements within the supply chain.”
Reid Fruits started using
the technology on cherry boxes in 2019/20.
Potentially thousands of counterfeits were prevented when 10 cases were stopped by the Laava platform. The following year it dropped to three.
“The fact that Reid Fruits experienced such a dramatic
decline in counterfeiting activity demonstrates the direct
benefit of the Smart Fingerprint technology.
“Not only does this identify instances of fraudulent activity, but counterfeiters soon realise that their actions will not go unnoticed if they try to copy Reid Fruits packaging to leverage their strong market reputation with a substituted and inferior product,” Ger says.
This season, Smart Fingerprints were incorporated onto more than 400,000 Reid Fruits cherry boxes bound for 20 global markets, including China, one of its biggest markets and largest counterfeiting challengers.
“Chinese consumers in particular are aware of issues associated with product counterfeiting and have a very strong appetite for product information and brand narratives that allow them to connect directly with Australian producers,” Reid says.
When consumers scan a Smart Fingerprint, they not only get a guarantee of the product’s authenticity. The digital platform also provides scope for Reid Fruits to provide information to educate buyers on the product they have purchased. It also has the ability for the company to run special offers, competitions, and social media integration.
The solution for Reid Fruits reduced counterfeiting and increased connectivity with consumers cost effectively, with
no changes to operational processes or new
technology, which really is the cherry on top. ✷
Using Laava’s Smart Fingerprint technology allowed Reid Fruits to reduce counterfeiting and increase customer engagement.
“ The fact that Reid Fruits has experienced such a dramatic decline in product counterfeiting activity demonstrates the direct benefit of the Smart Fingerprint technology.”
20 | Food&Drink business | August 2022