With a growing number of drivers, both traditional and evolving, weighing on consumer behavior, the value of being able to share relevant product informational in real time is rising. The opportunities opened up by enabling two-way communication and engagement between consumers and industry are also becoming increasingly apparent, whether as a means to meet transparency requirements, undertake consumer research, or utilize the same platform as a channel for marketing promotions. Critically, building confidence through transparency becomes much easier as brands can let consumers know directly in real time whether a product has been recalled, or just as importantly if it has not.
Full Value Chain Transparency
Low cost, cloud-based mass serialization for the food industry makes possible full value chain traceability and transparency and two-way communication between brand owners and consumers. This potentially transformative technology will best serve the food industry and its consumers if there is active dialogue among all participants in the value chain to further define consumer and industry needs and optimal applications. By engaging suppliers, manufacturers, retailers, technology providers and, importantly, the consumers whose expectations and needs drive the industry, the dream of full value chain traceability and transparency can be turned into a practical reality.
Körmendi, current CEO of Kezzler, was previously employed at Relacom (a Swedish technology services company), Tetra Pak, and Procter & Gamble Nordic. Reach him at email@example.com.