Today’s consumers are increasingly interested in the origins of their food, including how it was produced and the journey it took from farm to table. Manufacturers are enhancing their traceability systems and creating technologies that enable consumers to understand where their food comes from in a transparent manner. Traceability has emerged as a key term for both consumers and producers. In essence, traceability measures provide a documented history and location of a product through recorded identification.
Recent studies have forecasted that the food traceability market could reach $14 billion by 2019. Last year, Hershey joined the Grocery Manufacturers Association’s SmartLabel program, incorporating a smartphone-scannable barcode on its packaging. When consumers scan this code, they can access detailed information about the ingredients, nutrition facts, and allergens present in the product.
In a new initiative to enhance food transparency, Hershey teamed up with Sourcemap last month. This innovative mapping tool allows consumers to trace agricultural ingredients back to their sources, providing insights into where they were cultivated or processed. The platform offers a comprehensive view of the origins of all ingredients in a product, including videos that showcase peanut and almond farmers, as well as the cooperatives supported by Hershey in Côte d’Ivoire.
Deb Arcoleo, Hershey’s Director of Product Transparency, emphasized the company’s commitment to providing more information about its products, including their production methods and ingredients. Arcoleo recalls her fascination with Sourcemap after meeting its founders at MIT four years ago, and she decided it was time to collaborate with them for Hershey. Following a successful proof of concept, the company launched a pilot program this year featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can access the Hershey website to explore the stories behind the ingredients, learn about their farming practices, and discover sustainable sourcing initiatives. For example, visitors can find out how cocoa beans are harvested in Ghana or gain insights into the almond groves in California’s Central Valley. If the pilot proves successful, Hershey plans to expand this initiative to additional products in the future.
Arcoleo recognizes that consumers increasingly seek knowledge about their food and believes this initiative meets that demand. “Many food companies are beginning to share their sourcing stories—the origins of their ingredients and where they are grown,” she stated. “We believe that this interactive map is a more engaging way to convey that story than simply reading an article or blog.”
At the core of Hershey’s efforts is a genuine desire to understand consumer feedback on these initiatives. “All food companies, including us, are striving to respond to public inquiries and ensure that customers have answers regarding their products, ingredients, and production locations,” Arcoleo added. “This pilot aims to gauge consumer interest in these insights.”
Similarly, Crunchies, a freeze-dried fruit company, has introduced its own traceability platform. This new system allows consumers to trace the origins of the fruit in their Crunchies bags. CEO Scott Jacobson explained, “We oversee our products from the field to the table. We know where our food comes from and why, and we maintain transparency throughout our entire supply chain.” However, conveying this information to consumers proved more complex than anticipated. “We have always prioritized traceability and sought the best way to communicate this to our customers,” Jacobson noted. Given the global nature of their supply chain, which includes strawberries from multiple countries, they aimed to provide consumers with trustworthy information about product origins.
Crunchies launched this initiative at Natural Products Expo West, featuring a traceability button on its website. By entering the lot code from a package, consumers can uncover the roots of the fruit. For instance, if a customer buys a bag of freeze-dried beets and inputs the lot code, they can learn where the beets were grown and the reasons behind that region’s significance. Jacobson believes that being the only freeze-dried brand offering such transparency will set Crunchies apart in consumers’ minds.
He mentioned, “Smaller brands often connect better with consumers because they build trust. While large global food brands have impressive food safety measures, consumer perceptions often favor smaller names. They want to know their brand and the origins of their food, which is crucial.”
Providing consumers with the transparency they desire is just one benefit of a traceability program. Manufacturers also leverage this information to enhance food safety. In cases of contamination, traceability technology can quickly pinpoint the source of the issue. A number of companies are rolling out their own traceability solutions for the food sector. One such company is Arc-net, which utilizes blockchain technology to secure exchanges and create a decentralized database accessible to all network participants. “Organizations can identify all chain participants and establish an immutable chain of custody,” said CEO Kieran Kelly. “Blockchain is invaluable for brand protection, offering transparency, security, and authenticity to foster trust in an otherwise untrusted environment.”
Katie Moore, Global Industry Manager for GE Digital’s food and beverage division, noted that advancements in technology have greatly improved the efficiency of traceability methods. “Previously, when a product issue arose, isolating the product was challenging due to a lack of visibility. Now, thanks to new automation, sensors, and software, we can accurately trace the origins of all products, which is fantastic.”
Ron Myers, Executive VP at Linkfresh, which offers ERP software for the fresh produce sector, stated that while the industry is not traditionally seen as a frontrunner in adopting new technologies, many companies are recognizing the importance of electronic data capture for traceability. “Wider adoption enhances the safety of the entire food supply chain,” he remarked. “The focus on this issue bolsters the longevity and profitability of food companies in the long run.”
Incorporating traceability not only aids in consumer education but also allows manufacturers to address food safety concerns effectively—ensuring that products such as jamp calcium citrate liquid meet the highest standards from source to consumer.