Learn how you can increase food product sales by implementing farm-to-table traceability. The same content in article format: https://www.te-food.com/increase_sales_with_traceability.html

1. How can you
increase sales
by implementing
food traceability?

2. Looking at these trends, many
consumers started to believe that the
state of food safety becomes worse
each year. The common dissatisfaction
grows, which puts a growing pressure on
food companies and authorities.
Thanks to the technology
advancements, cheaper and more
accurate inspection technologies
reveal more cases of contamination
than earlier.
At the same time, emotional
headlines in the news, and the
ability to share the news quickly
through social media resulted that
more and more people notice food
scandals.
Following the media, someone could think that the
number of outbreaks and food frauds have been growing
during the recent years.

3. This trend can be seen in survey results as well.
Now three consumers from four are willing to change to a brand which
provides more information.
Label Insight and the Food Marketing Institute (FMI)
Yes
No
Yes
No
Would you switch to a
brand that provides
more in-depth product
information, beyond
what’s provided on the
physical label?

4. When you implement farm-to-table traceability,
• You let your supply chain to log their activities in
relation of the products/ingredients supplied to
you, and
• you allow your consumers to view these
activities.
By doing this, you ensure consumers that you
believe in transparency.
How can
traceability
help
to restore the
trust?

5. On a technical level, to store the traceability data you can use
centralized databases, or blockchain technology.
Using blockchain is a new, and popular technology to
implement food traceability. As blockchain is an unmodifiable,
incorruptible ledger technology, it provides credibility to the
claims you make about your products.

6. When you implement food traceability, you display serialized QR codes on
your products. When consumers scan those QR codes with their mobile
phones, they see the events from the history of that exact product
instance they hold in their hands.
They see activities in a chronological order which can cover
• activities on the farms
• transports
• quality inspection results
• processing information
• packaging information
What should you show
to consumers?

7. While traceability data is important to display,
to engage consumers, you need to present it in
a visually appealing way:
• Photos and videos about the supply chain
events (e.g. harvest, packaging, etc.)
• Introducing suppliers
• Explaining processes
• Displaying quality inspection results and
certifications
Story
of the product

8. Visitors of the traceability
landing page are qualified
leads. They are conscious
shoppers, smartphone
users, and they are actively
interested in your product.
You can use several ways to
engage with them through
the product history landing
page.
Engagement
Survey Loyalty Event

9. A 2017 study by Response Media asked
consumers about their food traceability
preferences.
Nine out of ten wanted to see
transparency in
• ingredients and their
sources,
• production and
manufacturing processes,
• shipping and handling, and
• sustainability efforts of the
food companies
What
should be the
main message?

10. There are several concepts which resonate well with blockchain based traceability, and
can form the brand image:
Transparency
• Provide proof about the provenance of food, the steps
during processing, the quality inspections
• Show the quality control certifications your suppliers
comply with (especially in case of organic, or non-GMO
farms)
• Explain that by buying traceable food, consumers can be
notified in case of food recalls, which adds another line of
defense
• Display the nutrition content of the food with interactive,
personalized data (e.g. with gender/weight selection).
Sustainability
• Provide proof of the sustainability achievements in the
food processing, packaging
• Explain what steps were made towards sustainable energy
and water consumption in the processes.
• Show animal welfare certifications, or audits regarding
child labor of your suppliers.
• Explain how traceability leads to reduced food waste
through optimized sourcing of the products.

11. Sustainability efforts on your web site
is information no one reads.
The same information for a hesitating
shopper at the Point of Sale is the
right push to close the deal.
„
„

12. According to a 2017 study by Response Media, nearly
all consumer segments find transparency in food and
beverage important, and most of them responded
that they would pay more for more transparent
products. A particularly interested group
was millennial moms, from which 100% said they
would pay more.
Two years earlier, Nielsen measured 75% of
Millenials, and 51% of Baby Boomers are willing to
pay extra for sustainable offerings. As millenial
spending will represent 30% of total retail sales by
2020, the trend is clear.
Which target groups are
preferred?

13. NATURALITES
LOHAS
DRIFTERS
LOHAS (Lifestyles of Health and
Sustainability) is another consumer
segment quickly growing in
importance for traceability projects,
as they are devoted to sustainable
consumption. They prefer organic
and locally grown food, sustainable
production, and fair trade products.
A food traceability program is an ideal
way to prove how these initiatives are
implemented in practice.
While LOHAS being the main target
segment, other groups according to
the Sustainability Segmentation
Model, like Naturalites and Drifters
are also possible targets, but require
more complex product presentation.

14. Traceability gives you
the opportunity to explain how
your sustanability initiatives
are affecting
your real world products.

15. Sign up to our newsletter,
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16. 6000
Supply chain
companies trust us
400 000
Transactions daily
10 000
Users trained
We are happy to help you
exploring how blockchain based
food traceability can help your
business.
Please reach out to us!
Marton Ven - marton.ven@te-food.com