In an era where consumers are increasingly conscious of the sustainability and ethics behind their purchases, not knowing the full journey from farm to table is causing tension.

This lack of transparency not only undermines trust but compromises the ability of retailers to showcase their commitment to quality and ethical standards.

The key stakeholders, including consumers, retailers, and suppliers, are in a bind—unable to authenticate the environmentally and socially responsible claims on packaging due to missing or incomplete data about the food's journey.

The root cause preventing a solution is the disjointed and complex nature of global supply chains.

Existing systems are fragmented and lack a standardized protocol for collecting and sharing detailed information about product journeys.

Additionally, the technological costs and data management capabilities required to support such traceability are significant, making it difficult for smaller players to participate.