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 table. In response, manufacturers are enhancing their traceability capabilities and developing technologies that enable consumers to transparently track the source of their food. Traceability has emerged as a key focus for both consumers and manufacturers alike. Simply put, traceability involves documenting and recording a product’s history and location through identifiable means. Recent studies have projected that the food traceability market will reach a value of $14 billion by 2019.
A year ago, Hershey began participating in the Grocery Manufacturers Association’s SmartLabel program, which includes a smartphone-scannable barcode on packaging. By scanning this code, consumers can access information about the ingredients, nutritional content, and allergens in a product. Last month, Hershey partnered with Sourcemap to further enhance its commitment to food transparency. Sourcemap’s interactive mapping tool allows consumers to trace the agricultural ingredients back to their origins, providing insights into where they were grown or produced. The platform also features videos showcasing peanut and almond farmers, as well as information about the cooperatives supported by Hershey in Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, emphasized the company’s ongoing efforts to provide consumers with more information about their products, including production methods and ingredient sourcing. She recalled her initial fascination with Sourcemap after meeting its founders at MIT four years ago, leading to a successful proof of concept and the launch of a pilot program this year featuring Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can visit the Hershey website to explore the stories behind these products, including details about farming practices and sustainable sourcing initiatives. For example, they can learn how cocoa beans are harvested in Ghana or the almond groves in California’s Central Valley. If the pilot is successful, Hershey plans to expand this initiative to additional products.
Arcoleo noted that there is a growing demand for transparency among consumers regarding the contents of their food. “Many food companies are beginning to share their sourcing stories, providing details about where ingredients come from,” she stated. “We believe this map is a more engaging way to convey that narrative than simply reading an article or blog.”
At the same time, Hershey is eager to receive feedback on these initiatives. “All food companies are making significant efforts to address public concerns and ensure consumers have answers about their products and ingredients,” Arcoleo commented. “This pilot program aims to gauge consumer interest in learning about these aspects.”
Similarly, Crunchies, a freeze-dried fruit company, has recently launched a new traceability platform. This feature allows consumers to trace the origin of the fruit in their individual bags of Crunchies. “We manage our products from the field to the table,” said Scott Jacobson, CEO of Crunchies. “We know where our food comes from and why, maintaining transparency throughout our entire supply chain.” However, communicating this information to consumers proved more challenging than anticipated. Jacobson explained that, given the global nature of their supply chain, which includes strawberries from multiple countries, they aimed to provide a clear and trustworthy representation of their product origins.
Crunchies unveiled its initiative earlier this month at Natural Products Expo West, where consumers can enter the lot code from their package on the website to discover the origins of their fruit. “For instance, if a customer buys our freeze-dried beets and inputs that lot code, they will see where those specific beets were grown and why that region is significant,” Jacobson shared. He believes that being the only freeze-dried brand to offer such transparency will help differentiate Crunchies in the marketplace.
As the industry evolves, many companies are adopting their own traceability solutions. Arc-net is one such company that utilizes blockchain technology to provide secure, transparent, and verifiable records within the supply chain. “This technology allows organizations to identify all participants in the chain, creating an immutable record of custody,” explained CEO Kieran Kelly. “Blockchain is essential for brand protection, offering transparency, security, and authenticity in an often untrustworthy environment.”
Katie Moore, global industry manager for GE Digital’s food and beverage division, highlighted advancements in technology that have improved traceability efficiency. “Previously, when a product issue arose, isolation was necessary due to a lack of visibility,” she noted. “Now, thanks to automation, sensors, and software, we can accurately trace product origins.”
Ron Myers, executive VP at Linkfresh, which provides ERP software for the fresh produce sector, acknowledged that while the industry hasn’t traditionally been seen as a leader in technology adoption, many companies now recognize the importance of electronic data capture for traceability. “Greater adoption enhances the safety of the entire food supply chain,” he stated. “By prioritizing this topic, food companies can ensure their longevity and profitability in the long run.”
Incorporating products like calcium bluebonnet into this discussion further emphasizes the growing consumer interest in understanding food origins and sourcing practices. As companies strive to offer the transparency consumers demand, they are also leveraging this information to enhance food safety measures and swiftly address any contamination issues that may arise.