New Age Consumerism Driven by Traceability

Table of food.

You go to a grocery store and notice that a can of tuna labeled “no dolphin harmed” costs more than the others;  you go to a restaurant and order “Ahi tuna” that’s supposed to be from the coast of Hawaii; you pick a steak with a label “Kobe beef” even though it hits you much deeper in the pocket book. What’s driving you to pay more in all these instances is your trust in these claims and labels.

When you pick a frozen TV dinner or canned soup in a grocery store, do you ever think about the ingredients that went into it, their freshness, their origin and the story behind how it all came together?  Do you think about how many touched it along the way so you can determine how healthy it is to serve it to your family?  Would you be more comfortable if the ingredients came from within the US and were labeled organic as opposed to coming from a foreign country? Do you care what you feed your family?  And despite your caring and willingness to pay more for their health, how do you know all the claims are true?

With these issues becoming more apparent and the need for food producers to have you the consumer, purchase their product instead of the competition’s, traceability and credibility in a brand are becoming ever more important. Large food and beverage companies are beginning to pay attention to delivering product stories to you by placing 2D barcodes on the products that you can scan in a store.  These Smartphone apps that can help you make buying decisions are offered today by the brand owners to you. By combining traceability features and adding features such as incentive points on purchases and electronic coupons generated at the POS terminals, large food and beverage companies are getting your attention and winning loyalties to their brand.  The credible information you receive in a store that has an impact on your family’s health and the discounts or points as an added incentive make you keep coming back.

These companies will soon have to abide by new requirements related to FSMA (Food and Safety Modernization Act) as well as the IUU (Illegal, Unreported,Unregulated) Fishing Enforcement Act for seafood in the US.  These regulations are driving the market to pay attention to traceability and other conditions related to the supply chains that are designed to keep you safe.

So between the compliance mandates needed by regulators and  consumers’ attraction to using traceability to make buying decisions via their mobile phones, we are seeing a lot of movement to capture harvest data at farms, fishing data on boats and shipping, processing and packing data across the supply chain. By the time the product arrives in a grocery store, you as a consumer can be the “King of Decision Making” equipped with an app that can read the barcoded product story right off the label and feel good that the extra buck you spent is going for the right product! Isn’t that a feel-good moment as we take care of our families and loved ones?

Frequentz has been a leader in food and seafood traceability and has a mobile platform for data capture right from the origin all the way through retail. It also offers the mobile authentication apps for consumers to use. Whether serving a vertically integrated manufacturer or a network of suppliers to a manufacturer, we are ready for the challenge of collecting data and feeding it to our traceability platform IRIS. Using IRIS, you can utilize this data to enable you to read about the product journey just as you are about to make the purchasing decision.

Frequentz’s single platform can help you achieve compliance anywhere around the world.  Frequentz’s fourth-generation, standard-based EPCIS platform has both the product maturity and the stable design to put you in control of your data. Architected by IBM engineers, our platform has the scalability to support your large data volumes and, with the private cloud, the flexibility to support your custom configuration and release installation.

With our IRIS solution in a private cloud, hosted from the U.S. or your data center, we give your quality folks complete control over site audits and infrastructure qualification, and give your IT folks control over DR and other IT procedures.

In summary, we provide a solution that offers:
• Local support in your own time zone
• Local implementation teams
• Local development
• Your choice of your own local data center with your own dedicated hardware
• Local hosting, if desired, to allow you to choose your own secure protocols

Frequentz offers these options to give you maximum control over your data and ensure global compliance. Contact Frequentz today to determine which solution works best for you.

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Ranjit Pradhan

About Ranjit Pradhan
Ranjit Pradhan serves as Chief Product Officer & Global Business Development at Frequentz. Mr. Pradhan holds an M.S. in Electrical Engineering from the New Jersey Institute of Technology. Prior to joining Frequentz, Mr. Pradhan was an executive at Abbott Labs, where he held the Senior Director, Diagnostics Informatics position reporting into the EVP, Abbott Diagnostics. Mr. Pradhan has held senior positions for Fortune 100 corporations including GE Healthcare and Philips Healthcare, as well as Vice President of Healthcare IT Systems for Sysmex Corporation. He is Six Sigma BB certified, with previous general management responsibilities in product management, business development, marketing, R&D, services, and support.

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