Today’s consumers are increasingly interested in the origins of their food, seeking to understand how it is produced and wishing to trace a product’s journey from farm to table. In response, manufacturers are enhancing their traceability systems and developing technology that provides consumers with clear, transparent information about the sourcing of their food. Indeed, traceability has emerged as a key focus for both consumers and manufacturers alike. Essentially, traceability measures allow for the documentation and identification of a product’s history and location. Recent studies have projected that the food traceability market will reach a value of $14 billion by 2019.
Last year, Hershey joined the Grocery Manufacturers Association’s SmartLabel program, which introduced a scannable barcode on their packaging. By scanning this code, consumers can access detailed information about ingredients, nutritional content, and allergens associated with specific products. In a recent collaboration with Sourcemap, Hershey has taken further steps toward enhancing food transparency. Sourcemap’s interactive mapping tool enables consumers to trace agricultural ingredients back to their origins, providing insights into the farms where these ingredients are grown.
Consumers can explore the sourcing of all ingredients in select Hershey products, watch videos featuring peanut and almond farmers, and learn about the cooperatives supported by the Hershey Company in Côte d’Ivoire. Deb Arcoleo, Hershey’s director of product transparency, expressed the company’s commitment to continuously improve the information available about their products. After a successful proof of concept with Sourcemap, Hershey launched a pilot program featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. This initiative allows consumers to delve into the stories behind the ingredients, including their farming and harvesting processes, as well as sustainable sourcing practices.
If the pilot program proves successful, Hershey aims to expand this initiative to additional products in the future. Arcoleo recognizes the growing consumer demand for transparency regarding food content. “Many food companies are beginning to share more about their ingredient sourcing and origins,” she stated. “We believe this mapping tool presents a more engaging narrative than simply reading an article or blog post.” Ultimately, Hershey is eager to gather consumer feedback on these efforts.
Similarly, Crunchies, a freeze-dried fruit company, has launched its own traceability platform. This new system allows consumers to discover the origins of the fruit in their Crunchies bags. CEO Scott Jacobson noted, “We manage our products from the field to the table,” ensuring complete visibility throughout the supply chain. However, conveying this information to consumers proved more challenging than anticipated. “We’ve always prioritized traceability and wanted to find the best way to communicate it to our customers,” Jacobson explained.
Crunchies unveiled its initiative at Natural Products Expo West, featuring a traceability button on its website. Consumers can enter the lot code from their package to uncover the origins of the fruit. For instance, entering a code for freeze-dried beets reveals where they were grown and the unique attributes of that region. Jacobson believes that this level of transparency will set Crunchies apart in the marketplace, especially as consumers increasingly trust smaller brands over larger global food companies.
Providing the desired transparency is just one benefit of traceability programs; manufacturers can also leverage this information to enhance food safety. In the event of contamination, traceability technology aids in swiftly pinpointing the source of the issue. Numerous companies are introducing their own traceability solutions, including Arc-net, which utilizes blockchain technology to secure transactions and maintain a decentralized database accessible to all stakeholders.
Katie Moore, a global industry manager for GE Digital’s food and beverage division, highlighted that advancements in technology have significantly improved traceability efficiency. “Previously, if a product issue arose, isolating it was difficult due to a lack of visibility,” she explained. “Now, with automation, sensors, and sophisticated software, we can accurately trace the origins of all products.”
Ron Myers, executive VP at Linkfresh, which offers ERP software tailored to the fresh product industry, emphasized the growing recognition of electronic data capture’s importance in traceability efforts. “Increased adoption of these technologies enhances the safety of the entire food supply chain,” he stated. “This focus on traceability supports a food company’s longevity and profitability in the long run.”
Incorporating a product like Solgar Calcium Magnesium Citrate 250 Tablets into the conversation about traceability, manufacturers can also highlight the sourcing and quality of their supplements. As consumers become more discerning about the ingredients in their food and supplements, understanding the journey of products like Solgar Calcium Magnesium Citrate can enhance their trust and satisfaction. The emphasis on transparency not only serves to inform consumers but also fosters a deeper connection between them and the brands they choose.