Page 77 - Food & Drink Business Nov-Dec 2019

AUTHENTICITY & SAFETY
A strong impact of digitalisation of the supply chain lies in the way this captured data is exchanged. Digital ledger technologies – such as blockchain – are enhancing the way information on our products is exchanged and in an authenticated and trusted manner. Offshore we have seen the likes of IBM partnering with Walmart for blockchain pilots, and we have local organisations such as Trust Codes and Oritain working with local and offshore organisations to create tailored solutions for traceability and blockchain in food, agriculture and nutraceuticals. The use of technology such as QR codes, traceability technology or blockchain offer a solution to address many issues coming to the front of the food sector. These types of technologies not only educate consumers, and tell a story of provenance, but can act as anti-fraudulent technologywithcryptographic
barcodes to deliver assurance about authenticity, which is increasingly important for high value products. The Global Food Safety Institute estimates that there is around $40-billion worth of adulterated food.
As consumers increasingly want information in real-time, in the palm of their hand, the communication revolution impacts directly on consumers’ attitudes through the ready availability of data. The sharing of digital information will introduce a new level of accountability along all stages of the food chain and enhance confidence and trust among trading partners and consumers alike. Plant and Food Research has reported that key factors influencing Chinese consumers are: products being 100 per cent compliant with foreign evaluation standards; products being produced by large well-known brands with an untarnished history; and productsthatareendorsedby
the trustworthy third parties. The ability to capture this type of information directly, and display it to the consumer in a format they can digest, through authenticated data, will be benefit organisations targeting offshore markets.
Digitisation of the food sector is creating opportunities for supply chains to access, store and process a large amount of data, which in turn will drive success in high value markets such as NewZealandandAustralia. ✷
✷ ABOUTTHEAUTHOR
NEW ZEALAND UPDATE
Emma Wheeler is
senior manager –
Agri Food at KPMG
New Zealand. Emma
can be contacted at
e: emmawheeler@kpmg.co.nz
www.foodanddrinkbusiness.com.au | November-December2019 | Food&Drinkbusiness | 77