Feeding consumers’ growing appetite for more information about their food
According to the International Food Information Council Foundation (IFIC), consumers crave a deeper understanding of what they are eating. The 2018 Food and Health Survey revealed that over half of the respondents indicated that recognizing the ingredients, and understanding where food is from as key factors that impact purchasing decisions.
The major food industry players have been well aware of their consumers’ demands. Nestle, for instance, has taken a stand on the issue of traceability, and responsible sourcing, and launched a responsible sourcing platform for 15 priority raw materials.
Industry giant, Danone, recently joined forces with Microsoft to launch the AI factory for AgriFood, an accelerator program that supports startups that leverage artificial intelligence for projects serving regenerative agriculture. Another food conglomerate, PepsiCo now claims that the North American potatoes that it uses are now 100% sustainably-sourced through its Sustainable Farming Program.
Nestle, Danone, PepsiCo, and other food giants were quick to respond to consumers’ demand for transparency and traceability. Yet, consumers want to know the origins of their food and its entire journey from farm to fork while each of these food giants can only provide traceability pertaining to a certain aspect of the food supply chain. Full traceability requires collaboration and data sharing among all the contributors to the food value chain.
At Netafim we’re able to plug into this matrix with data involving the very early stages of crop management and bring huge value to these food companies. Our precision irrigation technology and digital tools enable us to tell how much fertilizer and water were used, what the energy consumption was, calculate the number of carbon emissions that were generated in the process of cultivating each crop and a lot more. Having access to such data will enable food companies to meet the demands of their consumers for full traceability from field to fork and to uphold their corporate sustainability goals.
Data sharing is the key to food traceability but it's also the key to food availability.