P.PSH.1230 - Export market integrity trial- Traceability through to consumer
The project tests the holistic integration of the traceability system to prove provenance , freshness and shelf life aspects on brands to underpin claims that can demand a premium on Australian products in export markets.
| Project start date: | 01 January 2020 |
| Project end date: | 14 August 2022 |
| Publication date: | 01 November 2023 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | National, International |
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Summary
This is a capability building project utilising Processor Brand Pty Ltd’s supply chain. This project focuses on not only traceability, but the capability to seamlessly and efficiently convey supply chain information, through the retailer, down to the consumer by consistently conveying the GS1 identity on the carton, through to the primal, down to the consumer serving/cut.
This project differed through engagement of a key retail stakeholder, as well as freshness plus content claims by the brands. Key findings were that an elegant solution could be designed and implemented; but relied on human implementation in a retail setting to be successful.
From processing and production, through shipment and transit of goods, through to receival and ultimately consumer retail serves – our aim was to integrate into, without disrupting the workflow with the end consumer.
Expected benefit to the industry was to outline the best approach in engagement of overseas retail partners in traceability and provenance implementations for Australian red meat producers.
Objectives
Traceability, provenance, and blockchain technologies have been discussed and praised as a value capture solution for export products. Hypotheses on which exact incentives drove engagement and were quantified as valuable ranged from food safety, to freshness, to brand recognition and content. However, these were mostly implemented on the supply side, or brand side.
The project was undertaken to test the traceability and provenance aspect, freshness, and shelf life claims of premium Australian products into export markets.
Key findings
The supply chain data is strong, and we were able to integrate, collect, and utilise data. Where there is reliance on human actioning and behaviour, there is a weak point in overall project success.
Benefits to industry
1. Defining a holistic integration across the supply chain inclusive of retail/consumer.
2. Defining internal value via reporting dashboard for the brand owner.
3. Highlight potential pitfalls in retail export integrations aimed at consumers.
Future research
1. Brand owners: Must have key dedicated people in IT and sales systems, as well as the ability to share majority data with solution providers easily.
2. Retailers: Must not only have systems in place to integrate with, but compliance from staff to implement.
3. Physical audits: Must have the ability to physically and covertly audit successful retail implementation.
More information
| Project manager: | Ian Jenson |
| Contact email: | reports@mla.com.au |
