American agriculture company Cargill is reportedly testing blockchain technology to track the origin of turkey products.
The company`s Honeysuckle White brand has recently launched a pilot project to trace turkeys produced by family farmers, according to a publication published at meatpoultry.com. Consumers in selected markets could now text or enter an on-package code at HoneysuckleWhite.com. In this way, they could check the farm`s story, find its location and see photos and messages posted by the farmers.
“We know consumers are looking beyond farm-to-table marketing promises to better understand where their food comes from and how it is produced.“, said Deborah Socha, Honeysuckle White brand manager.
According to Cargill`s press release, consumers demand transparency when it comes to their food choices. Cargill, points out some insights that led to the creation of their new trial using blockchain technology to improve transaparency:
- In 2014, the brand found 44 percent of turkey consumers think it is important for companies to be transparent in their practices.
- Studies in 2016 revealed 73 percent of consumers feel positively about companies that are transparent about where and how their products are made, grown or raised;¹ and more than half of consumers consider farmers one of the most trusted sources on food-related issues.²
- This year, the Honeysuckle White® brand held consumer focus groups that confirmed consumers feel good about buying turkey raised by family farmers.
Blockchain is used to trace turkey
Blockchain technology is known for its ability to make safe transactions that should first be approved by participants in the chain. While the technology is associated with the boom of cryptocurrencies which brought some early-stage players like Coinbase to consider going public, it is also being used in various fields like financial technology, healthcare and the food industry.
“The transparency pilot with Honeysuckle White® brand turkeys is one example of how we are using technology to shape the food system of the future and deliver on consumers’ desire for transparency in food.“, said Deb Bauler, Cargill chief information officer for North American Protein as quoted by the press statement.
For the pilot year, turkey meat that is part of the Honeysuckle White brand transparency test will be available in Texas.