Today’s consumers are increasingly interested in the origins of their food, how it is produced, and following its journey from farm to table. As a result, manufacturers have been enhancing their traceability capabilities and developing technologies to provide clearer insights into food sources in a transparent manner. Traceability has emerged as a key focus for both consumers and producers. Simply put, traceability measures document a product’s history and location through recorded identification. Recent studies have projected that the food traceability market will reach $14 billion by 2019.
Last year, Hershey began its involvement in the Grocery Manufacturers Association’s SmartLabel program, which includes a smartphone-scannable barcode on its packaging. Scanning this code allows consumers to access information about ingredients, nutrition, and allergens for specific products. Recently, Hershey partnered with Sourcemap to further its commitment to food transparency. Sourcemap’s interactive mapping tool enables consumers to trace agricultural ingredients back to their sources. This platform not only reveals the origins of all ingredients but also features videos about the farmers and cooperatives that Hershey supports in Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, emphasized the company’s dedication to providing more information about their products, including their ingredients and production processes. Her interest in Sourcemap was piqued four years ago during a meeting with its founders at MIT. After a successful proof of concept, Hershey launched a pilot program this year featuring two products: Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can explore the stories behind these ingredients on the Hershey website, learning about their farming and harvesting practices and the sustainable sourcing initiatives in place. For instance, they can discover how cocoa beans are harvested in Ghana or explore almond groves in California’s Central Valley. If this pilot program proves successful, Hershey intends to expand it to additional products in the future.
Arcoleo recognizes that consumers are increasingly curious about their food, which is why Hershey is striving to provide that information. “Many food companies are starting to share their stories about ingredient sourcing and origins,” Arcoleo stated. “We believe this mapping approach offers a more engaging narrative than simply reading an article or blog post.” Ultimately, Hershey is eager to gauge consumer reactions to these initiatives. “All food companies are making significant efforts to address public inquiries about their products and ingredients,” said Arcoleo. “This pilot aims to determine if consumers find this information valuable.”
Similarly, freeze-dried fruit company Crunchies has introduced a new traceability platform that allows consumers to track the origins of the fruit in their bags. “We manage our products from the field to the table,” Scott Jacobson, CEO of Crunchies, explained. “We know precisely where our food comes from and why.” However, communicating this information to consumers proved more challenging than anticipated. “Traceability has always been on our radar, and we aimed to find the best way to convey this to consumers,” Jacobson noted. “Given our global supply chain, which sources strawberries from three different countries, we wanted to present this information with integrity and confidence.”
Crunchies launched its initiative at the Natural Products Expo West, featuring a traceability button on its website that allows consumers to enter a lot code to discover the origins of their fruit. For example, entering the code for freeze-dried beets reveals where they were grown and the reasons behind that choice. Jacobson sees the transparency offered by Crunchies as a unique selling point, especially as smaller brands gain consumer trust while larger global food companies face skepticism.
Providing the transparency that consumers desire is just one advantage of a traceability program. Manufacturers also use this information for food safety, enabling them to quickly locate sources in the event of contamination. Numerous companies are developing their traceability solutions, including Arc-net, which employs blockchain technology to ensure secure exchanges and create a decentralized, visible database for all participants in the supply chain.
Katie Moore, global industry manager for GE Digital’s food and beverage practice, highlighted how new technology has enhanced efficiency in traceability methods. “Previously, if there was an issue with a product, we had to isolate it due to a lack of visibility,” she stated. “Now, with advanced automation and software, we can accurately identify where all products originated, which is a significant improvement.” Ron Myers, executive VP at Linkfresh, noted that while the industry is not typically seen as a leader in technology adoption, more companies are recognizing the importance of electronic data capture for traceability. “Increased adoption enhances the safety of the entire food supply chain,” he said. “By making traceability a priority, food companies can ensure their long-term survival and profitability.”
In this context, discussions around nutrition, such as the differences between calcium carbonate vs calcium citrate in the elderly, also gain relevance as consumers seek transparency not just in sourcing but also in the nutritional content of their food. Understanding these differences can help consumers make informed choices about their dietary supplements, further underscoring the growing demand for transparency in the food industry.