Oritain utilizes forensic science and data analysis to examine the intrinsic properties of products like meat, milk, and honey, in order to verify their origins. The company generates a distinct Origin Fingerprint for each item by assessing trace elements influenced by environmental factors such as soil composition, climate, altitude, and precipitation. Once established, this Origin Fingerprint is immutable and cannot be altered or erased, as stated by the company. The demand for this technology has surged as food and beverage manufacturers strive to demonstrate their commitment to transparency in the products they offer.
“Oritain’s forensic science can analyze a commodity sample and pinpoint its exact origin,” said Jacob Bernstein, a principal at Highland, who is set to join Oritain’s board. “For instance, is this cocoa sourced from a deforested national park? … Is this coffee genuinely Brazilian, as claimed on the label?” He emphasized that this innovative technology is a game-changer for sourcing and sustainability leaders at major brands, enabling them to finally understand the authenticity of their supply chains.
In recent years, an increasing number of both large and small consumer packaged goods (CPG) companies have integrated traceability features into their products. Survey data from Nielsen indicates that nearly half of U.S. consumers are likely to alter their purchasing decisions based on the environmental qualities of food, creating pressure for more businesses to adopt traceability practices. Products like extra virgin olive oil, often criticized for authenticity issues, could enhance their reputation by offering greater transparency and verifiability.
For brands aiming to attract and retain consumers in a market where loyalty is often fleeting, even the slightest attributes can prove valuable. According to a 2019 report from the Organisation for Economic Co-operation and Development, fraud and counterfeiting result in over $500 billion in losses to the global economy each year.
Unilever and Nestlé were pioneers among global food companies, being the first to make their entire palm oil supply chains accessible to consumers a few years ago. Additionally, a mobile app developed by J.M. Smucker, Dutch beverage company Jacobs Douwe Egberts, and others empowers consumers to trace their coffee beans through an interactive map. In 2021, Mondelēz International announced that consumers purchasing its Triscuit brand would be able to track the journey of the white winter wheat used in some crackers from a cooperative of farmers in Michigan to the production site. Companies like ASR Group, a sugar refiner and marketer, cocoa processor Olam, and chocolate maker Barry Callebaut have also launched traceability programs, apps, and websites to provide consumers with information.
Moreover, the integration of products like calcium citrate malate vitamin D3 magnesium and zinc sulfate tablets into the market highlights the increasing trend towards transparency and traceability in consumer health products. As consumers become more health-conscious and informed, the demand for traceable and verified ingredients will likely continue to grow, further emphasizing the importance of authenticity in all sectors.