Watermelons with paddock-to-plate traceability
Queensland seedless watermelon grower Andrew Martens of Marto Farms is using a blockchain end-to-end consumer traceability and marketing system designed by FreshChain Systems. The system provides end-to-end traceability that allows consumers to track the watermelon from its origin and learn more about the farmers that grew it.
“The world has changed and people simply want to know more about their food, its location and those who produce it,” said Barton.
FreshChain is a fully integrated, blockchain-enabled, paddock-to-plate assurance system that verifies the product. In just a few seconds, the system is designed to provide traceability throughout the supply chain and provide insights to help consumers make better decisions during a product’s life cycle.
By simply scanning the QR code of the label attached to the Marto Farms watermelon, consumers can find out detailed information about the harvest, conditions and certifications, as well as handy hints relating to that specific melon.
“This represents a great opportunity to showcase our world-class products, passions and farming practices,” said Barton. “Inviting consumers to learn more about the product they are buying will only enhance our offer and create long-lasting connection and loyalty in both local and export markets. We simply can’t risk losing the trust of the next generation of consumers who have money to spend by not being more open. We should all be involved in initiatives to secure the fresh food future of Australia.”
Dianne Fullelove from the Australian Melon Association believes the technology could have wider applications for safeguarding not only the melon industry but all fresh food. “We want consumers to be able to enjoy, with full assurance, that the products they are eating are fresh and safe, and educate on how to store food correctly to help eliminate food waste. This benefits our whole community,” she said.
Greg Calvert, founding Director at FreshChain, said: “We want consumers to make an informed decision on their choice of products — to choose products produced responsibly, by growers who are passionate about what they do. Blockchain technology allows us to share reliable information with consumers in an accessible way. Our goal with FreshChain is to become the global standard for end-to-end traceability and consumer connection, and what better place to help realise that vision than in the food bowl of Bundaberg, Queensland.”
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