Today’s consumers are increasingly interested in understanding the origins of their food, how it is produced, and following its journey from farm to table. As a response, manufacturers are enhancing their traceability capabilities and developing technologies that transparently inform consumers about the source of their food. Traceability has emerged as a key term for both consumers and manufacturers, representing a system that tracks a product’s history and location through documented identification. Recent studies have indicated that the food traceability market could reach a value of $14 billion by 2019.
Last year, Hershey joined the Grocery Manufacturers Association’s SmartLabel program, incorporating a smartphone-scannable barcode on its packaging. By scanning this code, consumers can access details about the ingredients, nutritional facts, and allergens of a product. In a recent collaboration with Sourcemap, Hershey is taking further steps towards food transparency. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origins, providing insights into the farming practices and cooperatives supported by Hershey in Côte d’Ivoire. Deb Arcoleo, Hershey’s director of product transparency, emphasizes the company’s commitment to offering consumers comprehensive information about their products, including their ingredients and manufacturing processes.
Arcoleo recalls her initial fascination with Sourcemap after meeting its founders at MIT four years ago, leading to a successful pilot program this year featuring Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Through the Hershey website, consumers can explore the stories behind the ingredients, including sustainable sourcing initiatives and the harvesting of cocoa beans in Ghana and almonds in California’s Central Valley. If the pilot proves successful, Hershey plans to expand this initiative to additional products in the future.
Arcoleo acknowledges the growing consumer demand for transparency regarding food contents. She states, “Many food companies are beginning to share more about their sourcing practices. We believe that this mapping approach is a more engaging way to convey that narrative than traditional articles or blog posts.” Ultimately, Hershey seeks feedback from consumers on these efforts, as they strive to answer questions about product ingredients and origins.
Similarly, Crunchies, a freeze-dried fruit company, recently launched its own traceability platform, allowing consumers to trace the origin of the fruit in their individual bags. CEO Scott Jacobson highlights the company’s commitment to controlling the supply chain from the field to the consumer’s table. However, effectively communicating this information proved more challenging than anticipated. Jacobson explains, “We always prioritized traceability, but illustrating the global nature of our supply chain while maintaining integrity was key.”
Crunchies introduced this initiative at Natural Products Expo West, featuring a traceability button on their website where consumers can enter a lot code to learn about the origins of their fruit. For example, entering the code for freeze-dried beets reveals where they were grown and the unique characteristics of that region. Jacobson believes that this level of transparency will set Crunchies apart in the eyes of consumers, particularly as smaller brands gain trust compared to larger global food companies.
Providing consumers with the transparency they seek is just one benefit of traceability programs; manufacturers are also leveraging this information for enhanced food safety. In cases of contamination, traceability technology allows companies to quickly identify the source of the issue. Numerous companies are introducing their own traceability solutions, with Arc-net utilizing blockchain technology to create a secure and transparent supply chain. CEO Kieran Kelly states that blockchain is essential for brand protection, offering transparency, security, and authenticity in an uncertain environment.
Katie Moore from GE Digital’s food and beverage practice notes that advancements in technology have significantly improved traceability efficiency. Previously, product issues required extensive isolation due to limited visibility, but new automation and software enable precise tracking of product origins. Ron Myers, executive VP at Linkfresh, points out that while the industry may not be seen as a leader in technological adoption, many companies are beginning to recognize the importance of electronic data capture in their traceability efforts. He asserts that increased adoption enhances food supply chain safety and contributes to long-term survival and profitability for food companies.
As part of their commitment to transparency and consumer education, companies are also focusing on the nutritional aspects of their products, including the importance of maintaining a proper balance of lifetime calcium magnesium for overall health. By providing detailed information about sourcing and ingredient composition, manufacturers are addressing consumer concerns and fostering a more informed relationship between consumers and their food.