Pilot trial of track and trace label for retail ready VSP beef into China
We have successfully designed an NFC encrypted label solution and tested in China ; making it impossible for bad actors to copy Aussie packaging and pass off fraud products as The Real Thing
| Publication date: | 22 February 2022 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
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Summary
It is estimated 50% of all Australian branded exports are fraudulent and inappropriately labelled. Many high-quality brands are being counterfeited at an alarming rate. MLA has successfully designed and tested in China an NFC-encrypted label solution, making it impossible for bad actors to copy Aussie packaging and pass off shoddy products as the real thing.
Objectives
1. Smart Labelling: Giving MLA (Meat & Livestock Australia) members the ability to affix smarter labels and guarantee internationally compliant packaging, utilising:
a. Serialised QR codes
b. NFC marketing labels (tap to view technology)
c. Encrypted NFC labels anti-counterfeit (tap to view authenticity technology)
d. Temperature tracking (HACCP Compliance)
2. Traceability: Have a world class traceability solution for tracking product from the farm to the plate. Biosecurity, Food Safety and Market Access is assured.
3. Marketing: Enable instant QR code or tap NFC engagement directly via a product label. Educate MLA member audiences, build bespoke loyalty programs, competitions and connect with them on social media.
Key findings
The system identify original Australian made products and providing a truly unique user experience. Completely portable, manufacturers can manage high value meat items movements directly from their device. Our platform creates a richer, clearer traceability dataset that supports product and brand quality claims, both domestically and internationally. Inherent system characteristics ensure accurate validation that goods are genuine Australian products, preventing substitutions and reducing food fraud. Trust in food is being challenged as fraud vulnerabilities increase. Beyond the financial impact, food fraud can lead to serious public health risks and damage brands. Ultimate system characteristics provide traceability, biosecurity, food safety and product management through evidence-based, data in real-time and on-demand. By using our authentical system, retailers and consumers will be able to validate with certainty if our high value meat product is Australian.
Benefits to industry
This project was implemented because Australian produced agricultural products are being counterfeited by lower quality fraudulent products. Therefore, this project was to ensure the security of Australian products but facilitates international purchases confidence that they are buying their products.
Future research
Due to the success outcome of the trial the next step is to commercialise the product. The “Real Thing Sticker” is a highly innovative system, ensures the authentically of high value agricultural products. It enables the manufacturer to manage their properties and prevent potential frauds and losses of income. Moreover, identification of customer engagement and difference pricing points is critical. Consumer analysis on varying pricing should be conducted.
More information
| Project manager: | Long Huynh |
| Contact email: | reports@mla.com.au |
