Today’s consumers are increasingly interested in the origins of their food, seeking to understand how it was produced and to trace its journey from farm to fork. Manufacturers are enhancing their traceability capabilities and creating technologies that provide consumers with clear insights into the sources of their food. Traceability has emerged as a key focus for both consumers and manufacturers. Essentially, traceability measures offer a way to document a product’s history and location through recorded identification. Recent studies forecast that the food traceability market will reach $14 billion by 2019.
Hershey has taken steps to improve food transparency by joining the Grocery Manufacturers Association’s SmartLabel program, which includes a scannable barcode on product packaging. By scanning this code, consumers can access information about ingredients, nutritional content, and allergens. Last month, Hershey collaborated with Sourcemap to innovate its approach to food transparency. Sourcemap’s interactive mapping tool enables consumers to trace agricultural ingredients back to their origin, providing insights into the farming practices and cooperatives supported by Hershey in regions like Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, emphasized the company’s commitment to enhancing consumer knowledge about their products, including the production process and ingredient sourcing. Arcoleo recalls being impressed by Sourcemap during her first encounter with its founders at MIT four years ago, and decided to implement their services last year. Following a smooth proof of concept, Hershey initiated a pilot program this year featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can delve into the stories behind these ingredients on the Hershey website, learning about farming methods and sustainable sourcing practices, such as the cocoa harvest in Ghana and California’s almond groves. If successful, Hershey plans to expand this initiative to additional products in the future.
Arcoleo recognizes the growing consumer desire for transparency regarding food ingredients. “Numerous food companies are beginning to share more about their ingredient sourcing and origins,” she stated, noting that the interactive map provides a more engaging narrative than traditional articles or blog posts. Ultimately, Hershey is eager to gather feedback on these efforts, as Arcoleo believes that food companies are striving to meet consumer demands for complete transparency about their products and ingredients.
Similarly, Crunchies, a freeze-dried fruit company, has launched a new traceability platform that allows consumers to trace the origins of the fruits in their Crunchies bags. “We oversee our products from the field to the table,” said CEO Scott Jacobson. However, conveying this information to consumers proved more challenging than anticipated. “We’ve always been focused on traceability, but we needed to find the best way to communicate it,” Jacobson explained. The company debuted its initiative at Natural Products Expo West, featuring a traceability button on its website where consumers can enter a lot code to discover the origins of their freeze-dried fruits.
Jacobson believes that Crunchies’ commitment to transparency will set it apart in a competitive market. “Smaller brands are gaining consumer trust, while larger global food companies often face skepticism,” he noted. “Consumers want to connect with brands and understand where their food comes from, which is crucial for them.”
Traceability programs not only meet consumer demand for transparency but also assist manufacturers in food safety management. In cases of contamination, these technologies enable quick identification of the source. Many companies are implementing their own traceability solutions, including Arc-net, which leverages blockchain technology to ensure secure exchanges and establish a transparent, decentralized database.
Katie Moore, global industry manager for GE Digital’s food and beverage sector, highlighted that advancements in technology have significantly improved traceability efficiency. “Previously, if there was an issue with a product, isolating it was challenging due to a lack of visibility,” she said. “Now, thanks to automation, sensors, and software, we can precisely determine the origins of all products.”
Ron Myers, executive VP at Linkfresh, which provides ERP software for the fresh produce industry, pointed out that while the industry may not be seen as a leader in technology adoption, many companies are recognizing the importance of electronic data capture in their traceability initiatives. “Widespread adoption enhances the safety of the entire food supply chain,” he remarked, stressing that this focus on traceability contributes to the long-term survival and profitability of food companies.
As the food industry embraces these innovations, it marks a new chapter in consumer engagement and transparency, revealing the intricate journeys of products while ensuring safety and sustainability in sourcing practices. The integration of technologies such as blockchain and interactive mapping tools signifies a new era where consumers can confidently explore the origins of their food, fostering a deeper connection between them and the brands they choose.