Uncover the human fingerprints on your products
Who are the people behind your products? How are they doing? Explore stories of supply chain transparency with Fairfood’s Trace.
Why should I use Trace?
- Go beyond trust: offer direct proof for your brand promises
- Future-proof supply chains: consumers and governments are demanding transparency
- Resilient supply chains: better, central communication
- Resilient farmers: give farmers access to knowledge, markets and financing
- Ultimate storytelling: share your story on your personal interface
Trabocca: In pursuit of poverty free coffee
On their journey to poverty-free coffee, Trabocca saw the importance of transparency and traceability, and employed our new platform, Trace, as a tool to answer the question whether coffee farmers are earning a living income.
“We used Trace to track both the farmers’ deliveries and the payments they received. The platform allows us to provide our customers with insights about these transactions.”
Verstegen: Nutmeg on the blockchain
Verstegen Spices & Sauces and Fair food used blockchain to make the production of nutmeg transparent.
“What an honest and sincere outcome of the project. Very beautiful what we are doing. I hope it will get a nice follow-up.”
Do you also want to use Trace?
Do you already have a question?
What is a blockchain?
A blockchain is a distributed ledger that allows information to be captured and shared by a community. In this community, each member maintains their own copy of the information and all members must collectively validate each update. This provides a network with a single source of truth to work with. Very similar to a Google sheet, but better. Why? Because with blockchain, data can only be added according to a certain set of rules controlled by the network, and once added, the data can never be altered or deleted.
What is the added value of blockchain?
The ingredients of our food travel thousands of miles until they end up on our plate. The chains are long and complicated and therefore not always equally insightful. Blockchain technology can provide transparency and ensure that captured data can be more customized and remains in the hands of the user. This makes blockchain a fair platform where data can be exchanged, even within competitive value chains. It creates an open food supply chain, from farmer to consumer. Both farmers and consumers will have access to important information.
The farmer will have a view on further processing of his/her product, such as the quality label which is awarded at a later stage. In addition, the nutmeg farmer confirms, for example, that he has received a certain price for a certain quantity and type of quality. The consumer can see exactly where the product comes from, but also whether sustainability and quality promises are being fulfilled. The advantage is that sustainability and quality requirements on the blockchain can be guaranteed.
Who owns the data on the Trace platform?
The data uploaded on the Trace platform will always remain in the user’s hands and will never be used or resold by Fairfood or other parties without explicit permission.
How much time will implementing the tool cost?
Over the past two years, we have been mapping the entire process of tracing products, signing up chain partners and offering transparency through blockchain. Our goal was to make the Trace process as easy as possible so that we can now make it available to everyone at an affordable price, including companies that don’t yet know where their products come from. At the same time, this is a platform created to bring a systematic change within food chains. Change creates friction. So, the correct implementation of a sound solution will always take attention and energy. To this question, we don’t have one simple answer, but do get in touch so we can make an estimation for your company.
How do you guarantee that claims on the Trace platform are trustworthy?
This garbage-in/garbage-out problem is of course a real challenge, also to Trace. Claim verification via Trace takes three forms: self-verification, system verification and third-party verification. All these verification methods rely on data inputs by users. Incorrect data can be put in, and Trace can not somehow magically detect lies, nor do we claim it can. Trace collects data at the source so that supply chain partners enter and verify their own data as much as possible, and stores it decentrally, so it can’t be meddled with. Trace does present a big step forward from the situation in which all data comes from one source and can be changed at will. In big lines, Trace doesn’t necessarily guarantee that certain claims are true, but gives you access to the data so you have the opportunity to judge for yourself.
How does Trace relate to certifications?
Certification labels have done a great job and raised a lot of awareness among consumers when it comes to social and environmental sustainability. Nevertheless, with current practices quality marks are reaching their limits. They will be the first to admit this. One problem with certification is that they only offer one standard, while every product and product chain is unique. To summarise this complex ecosystem of people, activities and processes in one binary certificate – fair, organic – is not enough. The next step lies in transparency and traceability – in connected chains and chain partners who can take their responsibility. Various certifiers, too, are looking into this. Trace is the next step. In the future, certification labels could potentially serve as a partner on the Trace platform. Fair trade or organic certifiers could act as the verifier of claims that are made within the Trace platform, be it with more transparency than current certification offers.
Does Trace give total transparency on prices on all levels, from farmer to end user?
Trace gives transparency on data that is collected and shared by supply chain partners. If all supply chain partners choose to share price data, then Trace can give that transparency, yes. This is not always the case nor is it always desirable, though.
Are consumers willing to pay more for products that are traceable?
Yes, we often see an increase in the price of traceable products by 1-12% and customers are happy to pay for it! Research shows that some 75% of consumers express demand for more product data. A similar percentage of consumers also distrusts the claims companies make about their products. We see in this a clear confirmation that creating a decentralised layer of trust with systems such as ours is a good way forward.
Do the farmers require internet access for using the Trace platform?
No, farmers do not necessarily require an internet connection or a smartphone to access the platform. They can interact with the system via basic mobile phone using SMS service. Producers can also designate a proxy (co-operatives, CSO’s etc.) to make use of the platform on their behalf.
How does Fairfood share the story of traceable products with consumers?
A fundamental challenge in food is to link digital product stories to physical products. Tagging, in all its forms, is a way to do this and QR’s and barcodes are the most widely used methods for this. Trace automatically generates a QR tag that can be attached to the physical product to provide access to the digital product story.
How is the accuracy of collected data verified on Trace?
Data is verified in multiple layers. First, with a technical check, incorrect entries (e.g.: numbers in name) and impossible data (e.g. 200 inputs in one second) are filtered out. Then, depending on the claim settings, data is either self-verified, system verified, or third party verified. Third party and system verified claims often shows more accuracy than self-verified claims.
What are the major challenges that the current users of Trace have faced?
The major challenge that users face is the difficulty in data collection. We make this process simple by integrating with existing data systems (so that data is automatically processed), and through bulk uploads of data via simple excel sheets. Once the technical challenges have been minimised, it is a matter of training users on how to work with the system. After an initial startup period, working with Trace is usually no more than periodically uploading an Excel sheet.