Increasing trust in food supply chains

Food misrepresentation, adulteration and counterfeiting have led to an increasing demand for greater visibility, traceability and security in the global supply chains. Not only do these issues impact consumer trust but they also threaten consumer safety and can be costly.

TruTag Technologies, a provider of product identity solutions, has announced a strategic alliance with PwC Australia that will see TruTag’s ‘edible barcode’ technology incorporated as part of the PwC Food Trust initiative.

The PwC Food Trust Platform is one of the most advanced and holistic anticounterfeit technology solutions for the food and beverage industry. The partnership aims to increase supply chain visibility and consumer confidence in the provenance of food products.

“Blockchain technology offers brand owners a new means of sharing information and improving supply chain visibility. However, these systems are still reliant on ensuring a secure link or crypto anchor between the physical and digital world,” said Trent Lund, Lead Partner Innovation and Ventures. “TruTag’s covert edible barcodes act as a perfect crypto anchor offering unrivalled security and a unique ability to directly mark foods and food-contact packaging.”

The two companies are already working on developing supply-chain technology programs in the meat and wine industry, and they are looking to expand their focus into other food and beverage applications.

“We are thrilled to be working with PwC Australia on this initiative,” said Barry McDonogh, SVP Business Development at TruTag Technologies. “PwC brings a shared vision for food traceability, a highly complementary technology platform and the resources to scale and deliver across multiple industry segments and geographies.”

Image credit: ©stock.adobe.com/au/pogonici