Enabling consumers to join forces
with transparent food brands
WINNING TEAM: GoodChain
Enabling the most sustainable,
secure and fair food value chain
The animal protein value chain is intricate, volatile and complex. This results in inefficiencies with a direct impact on sustainability, food security and fairness. This track, supported by Nutreco, aimed at identifying, understanding, decreasing and/or lessening the risks of volatility and inefficiencies at the core of the chain by incentivizing farmers to establish proof of (their) production outcome.
Imagine a wallet, held by a farmer based on pooled farmer and value chain data. This proof of (their) production outcome grants the farmer access to valuable data. The data helps to optimize yield and reduce waste, to access supply chain finance and perhaps even to tokenize livestock yields for a more stable annual income.
How can we incentivize farmers to pool their data? How can we establish this proof of production outcome, based on certificates like ‘antibiotic-free’ or ‘sustainably sourced soy’? And how can we propagate this proof throughout the supply and value animal protein chains?
Enabling consumers to join forces with transparent food brands
Due to food safety scandals, consumers do not always trust food brands. Especially claims like ‘100% organic’ or ‘100% antibiotics free’ are not trusted. There is a misalignment between food brands wanting to improve their image by doing good, donating to NGOs and events, as the consumers’ key interest is a safe and trustworthy product.
The GoodChain solution focuses on creating a direct link between consumers and farmers, who are a central element in the challenge, by creating transparent food brands and directly rewarding farmers for contributing to a transparent trustworthy brand.
GoodChain is a decentralized product transparency platform for social impact. With GoodChain, the consumer is presented an opportunity to join forces with the brand and do something good together to restore a trusted connection.
By scanning a product, the consumer earn points to donate to a cause related to the product, like the farmers village new water well. All of that is traceable in a blockchain (Stellar network) for donations. The brand has the opportunity to interact with the consumer, strengthening his or her trust in the product: ‘what was the environmental impact my purchase had’ for instance?
There are two main reasons why blockchain is used: to ensure decentralized governance of data and audit trails for full transparency.
1) Donation traceability:
A consumer must be able to trace back the donation that he is doing and be able to verify that it is really reaching the end destination that it is supposed to reach.
2) Sharing of data in a supply chain:
In a supply chain that are multiple actors involved (farms, hatchery, slaughterhouse etc.). To give a consumer full traceability on food provenance, these companies need to exchange data with each other. No one wants one company to be able to control and hold all the data in a food supply chain.
On top of that, the solution secures and copies proof of QR codes to increase the level of authenticity of the solution.