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There is opportunity in convincing consumers that they can actually believe in labeling claims that promise nutritional and socio-political benefits when branded products are purchased. And to follow Edelman’s logic, the impetus for such efforts needs to originate from the industries themselves, not from top-down regulations promulgated by government officials and politicians who carry little credibility with the public.
To that end, a small group of producers, organized as the Arkansas-based Grass Roots Farmers’ Cooperative, is employing blockchain technology to trace its meat products from farm to fork.
According to a news release about the program, “Blockchain technology allows for public verification of information in the food chain. Shoppers and diners will be able to scan QR codes on Grass Roots products to learn where the meat came from and how the animals were raised.”
That so-called “digital history” will also include stories about the people involved, producers, farmers and butchers, who contributed to portioning and processing the final product.