It’s time to be honest about how we trace produce through our food chains

Jun 13, 2014

Dr Richard TipperTraceability is one of the major challenges facing the food industry because it relates to consumer trust. What seems to be a simple solution to consumer questions – “surely you can just put a pin on the map to show me where this was produced” – is actually quite complex for many products.

Wedged between rising expectations of consumers and mushrooming volumes of data, manufacturers are facing a perfect storm made all the worse because consumers have been given a misleadingly simple view through advertising of how food gets from farm to fork.

The answer, as always, is to be more open about how the challenge of tracing product origin relates to questions around sustainability, ethical sourcing and quality.

Read the full article on The Guardian’s Sustainable Business hub >

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