Today’s consumers are increasingly interested in the origins of their food, the production methods used, and the entire journey from farm to table. Manufacturers are enhancing their traceability capabilities and developing technologies that transparently inform consumers about the source of their food. Traceability has become a focal point for both consumers and manufacturers alike. Essentially, traceability measures track the history and location of a product through documented identification. Recent studies have projected that the food traceability market will reach $14 billion by 2019.
A year ago, Hershey joined the Grocery Manufacturers Association’s SmartLabel program, integrating a scannable barcode on their packaging. By scanning this code, consumers can access information about ingredients, nutritional content, and allergens related to specific products. Last month, Hershey collaborated with Sourcemap to further enhance food transparency. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origins, providing insight into the supply chain. This platform enables consumers to explore the origins of all ingredients in a product, watch videos about peanut and almond farmers, and discover the cooperatives supported by Hershey in Côte d’Ivoire.
Deb Arcoleo, director of product transparency at Hershey, emphasized the company’s commitment to providing more information about their products, including how they are made and what they contain. Arcoleo recalled her fascination with Sourcemap after meeting its founders at MIT four years ago and felt it was time to collaborate with them for Hershey. Following a successful 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 visit the Hershey website to delve into the story behind the ingredients, learn about their farming practices, and explore sustainable sourcing initiatives, such as the harvesting of cocoa beans in Ghana and the almond groves of California’s Central Valley. If successful, Hershey plans to expand this initiative to additional products in the future.
Arcoleo recognizes the growing consumer desire for ingredient transparency, stating, “Many food companies are beginning to share their sourcing stories, and we believe this mapping approach is a more engaging way to convey that narrative than traditional articles or blog posts.” Ultimately, Hershey aims to gather feedback on these initiatives. “All food companies are striving to respond to consumer inquiries regarding product ingredients and origins,” Arcoleo added. “This pilot will help us understand whether consumers find this information valuable.”
In a similar vein, Crunchies, a freeze-dried fruit company, recently launched a new traceability platform that allows consumers to trace the origin of the fruit in their Crunchies bags. CEO Scott Jacobson stated, “We control our products from field to table, ensuring transparency throughout our supply chain.” However, conveying this information to consumers proved more challenging than anticipated. “We always had traceability on our radar and wanted to communicate it effectively to consumers,” Jacobson explained. The initiative was unveiled at Natural Products Expo West, featuring a traceability button on their website where consumers can input a lot code to discover the origins of their fruit. For instance, entering the code for freeze-dried beets will reveal where they were grown and why that region is special.
Jacobson believes that being the only freeze-dried brand providing this level of transparency will set Crunchies apart in consumers’ minds. “Smaller brands are gaining trust from consumers, who are often skeptical of large global food companies,” he noted. “While this perception may be misguided, consumers want to know the brands they choose and the origins of their food.”
Providing the desired transparency is just one advantage of traceability programs; manufacturers also leverage this information for food safety. In the event of a contamination issue, this technology allows manufacturers to quickly identify the source. Several companies are introducing their traceability solutions for the food industry, including Arc-net, which employs blockchain technology to secure exchanges and create a visible, immutable database of supply chain participants. “Blockchain enhances brand protection by ensuring transparency, security, and authenticity, fostering trust in a world where it is often lacking,” said CEO Kieran Kelly.
Katie Moore, global industry manager at GE Digital’s food and beverage practice, highlighted technological advancements that have improved the efficiency of traceability methods. “Previously, identifying product issues was challenging due to a lack of visibility,” she explained. “Now, with automation, sensors, and software, we can accurately trace the origin of all products, which is fantastic.” Additionally, Ron Myers, executive VP at Linkfresh, noted that while the food industry may not be seen as a leader in technological adaptation, more companies are recognizing the significance of electronic data capture for traceability. “Greater adoption enhances the entire food supply chain’s safety,” he said, emphasizing the long-term benefits for food companies.
In the context of health and nutrition, the importance of traceability can be further highlighted through the inclusion of essential nutrients. For instance, consumers are increasingly aware of the value of 1200 mg calcium citrate, which underscores the importance of knowing what is in their food. As transparency becomes a priority, traceability initiatives not only fulfill consumer demands but also enable manufacturers to maintain high safety standards and quality assurance throughout the food supply chain.