Trace Me App Provides Real Food Traceability

THE TRACE ME APP
Real traceability for end-customers
OAP-VP study
Team: Petito
VentureLab.12
Monday, May 21, 2012

Hypothesis
• Growing level of awareness on the environmental and ethical aspects on foodstuff
• High demand for organic or ecological foodstuff as a clear indication of this development
• Increased visibility of the supply chains within the food industry
• Increased level of food security and control of health
• Consumers are enabled to a better choice of foodstuff and awareness of their “foodprint”
• This all leads to increase of added value, ﬁdelity and transparency in the food chains that
implement these practices

Experiments
• Survey conducted through available social media to understand the demand and interest of
such a service to consumers.
• 112 interviews conducted in 4 distinct sections:
1) Current food shopping behaviors of users.
2) Assessment of the level traceability in the current food market.
3) Value of this information
4) Demographics
•Field identiﬁcation of meat tags
•Interview with a project manager of a EU traceability project (Niklas Hild, ROI4U/
microtracking)
•Interview with a school kid (10 years from Uppsala)

OAP-VP study
Team: Petito
VentureLab.12

Hypothesis

Results
•In Europe ((EC)178/2002) and in the US (FSMA. 2011. H.R. 2751 FDA), regulations are being issued
•From the survey:

•The larger offer of different labels, the more detrimental for the
customer opinion of what traceability is and how it works
•New regulations will enforce traceability but the customer won’t know
who’s responsibility is, the related legal issues and responsibilities
•New systems of information should be in place OAP-VP study
Team: Petito
VentureLab.12

Hypothesis

Results
•In the US, only 1% of foodstuff is locally grown/produced
•In EU: Source: European Commission Directorate-Agriculture and Rural Development
Organic Farming - Unit H.3 Economic Analyses of EU Agriculture - Unit L.2

•Large development in the organic farming sector in recent years
•Farm level growth rates are impressive: areas have increased by 6.5% per year on average in the EU-27 in the period
2000-2008, animal numbers have increased by the range of 6.1- 22.2% annually in the EU-15 depending on species groups
•Organic farming in the EU27 covered 7.8 million hectares in 2008, up by 7% compared with 2007.
•Data available for the EU25 show an increase of 21% in the total organic area between 2005 and 2008.
•In 2008, the largest organic area in the EU27 were Spain (1.3 mn ha), Italy (1.0 mn ha), Germany (0.9 mn ha), the UK (0.7
mn ha) and France (0.6 mn ha)
•In 2007, the total organic area accounted for 4.1% of the total utilized agricultural area in the EU27. The highest proportions
of organic area were recorded in Austria (15.7% of the total agricultural area), Sweden (9.9%) and Italy (8.9%) that year
•Yet absolute levels stay modest since the organic sector still represents only 4.3% of the total UAA of the EU and between
0.5 and 5.0% of total numbers of animal according to the species.
•Organic holdings would represent a mere 1.4% of all EU holdings (2.8% in the EU-15).
•There are considerable differences in terms of potential for growth in the area of organic
•Organic production comes from fully converted areas.
•Before an area can be considered as 'organic', it must undergo a conversion process. OAP-VP study
•In 2008, half of the countries had shares of between 10% and 20%.
•The Netherlands and Denmark had shares of less than 10% Team: Petito
•There were 4 countries whose share exceeded 40%: Poland (43.1%), Spain (47.6%), Romania (48.9%) and Bulgaria (74.6%)
VentureLab.12

Hypothesis

Results
•From the survey:

•People want to be informed about the content of retail foods
•Ecological product is in high demand
•At the same time, neither the certifying organization nor the price seem
to be the deciding factor when purchasing OAP-VP study
Team: Petito
VentureLab.12

Hypothesis

Results
•From the survey:

•People are unaware of the origin of products (processed or not)
•26% thought the market was not traceable, up to 73% of only certain goods
•Interestingly, information is not easy to get and the customer is unaware (28%), blames
the food processing industry (29%) or the producer (12%) OAP-VP study
•10% thought that no good system was available Team: Petito
VentureLab.12

Hypothesis

Results
•48% of consumers said their conﬁdence in food safety has diminished
•Things that worry US consumers:
1. Being assaulted by a coworker: 6%
2. Flying: 40%
3. The safety of their produce: 46%
•From the survey:

•35% of people don’t trust traceability institutions
•Whilst 11% don’t care
•43% of the population interviewed thought better traceability instruments should OAP-VP study
have been deployed before the E.coli outbreak last year. Team: Petito
•80% within the top 3 categories VentureLab.12

Hypothesis

Results
•83% of consumers would choose a traceable product over a non-traceable one
•And the majority of them would like to be able to retrieve a map rather than seeing a label.
•They know nothing about the criteria these brands choose as their standards
•Eco-friendly food hasback tothe new battle ground for branding
Traceability become origin

ROI4U/microtracking
On web or mobile phone, in real time!
OAP-VP study
Team: Petito
VentureLab.12

Hypothesis

Results
•From the survey:

•78% of the population were thinking that it was difﬁcult to access
traceability information at the end-point in the 3 top categories
•10% thought no good system was available OAP-VP study
•28% couldn’t give a reason Team: Petito
•But an overwhelming 29% blamed the food processing industry VentureLab.12

Hypothesis

Results
•From the survey -transportation methods-:

OAP-VP study
Team: Petito
VentureLab.12

Hypothesis

Results
•From the survey -transportation methods-:

•The majority (> 50% in cat.4-5) thought it’d be important or
extremely important to know about the transportation of their
produce with variability in the type of foodstuff OAP-VP study
•And 66% considered it even more important than the priceTeam: Petito
VentureLab.12

Hypothesis
• Growing level of awareness on the environmental and ethical aspects on foodstuff in Europe
((EC)178/2002) and in the US (FSMA. 2011. H.R. 2751 FDA)

Results
•From the survey -origin of food produce-:

•The overall majority (>75%) of the population were thinking that it was OAP-VP study
extremely important to know the origin of their food produce. Team: Petito
VentureLab.12

Hypothesis

Results
•From the survey -conditions of growth/animal welfare-:

•The overall majority (>78%) of the population were thinking that it was important to extremely OAP-VP study
important to know about the conditions of their food produce
•Here, variability was shown depending on the produce with vegetables and poultry in the lower Team: Petito
margin of importance VentureLab.12

Hypothesis

Results
•From the survey -trustability, pricing and homing behavior-:

•Trustability was an issue for 35% of the population
•When 66% valued traceability more than the price
•For businesses like restaurants, hotels and chain food, 40% of the
interviewed population used to eat out and 69% at least once per week
•Addition of trustability to businesses like restaurants could be a tipping OAP-VP study
point and origin of new income revenues Team: Petito
VentureLab.12

Demographics:

•Gender-wise we had an equal representation of both sexes
•And the right proportion of allergic and vegan/vegetarian (inside this category, we
assume religious beliefs as a dietary regime as well)
•The survey was performed with citizens of the world. A good representation
between continents and countries with a tendency to EU countries.
•The proﬁle of customer is a person between 26-45 with a high education degree
and possibly a good income.
OAP-VP study

MARKET SURVEY Team: Petito
VentureLab.12

Hypothesis

New Hypothesis
• Our hypothesis seem to mostly hold
• People with a high income background is interested on the origin of their foods and is willing
to pay for both sustainable and traceable alternatives
• These customers are either unaware or blame the food industry of the lack of information
• Our study can be biased towards a type of lead user which is probably our market target.
• Important issues of health and trustability are raised when talking about food produce and
traceability
• If traceability and user friendly systems are developed, this will be important assets for both
restaurant and food chains as well as food producers/processors

OAP-VP study
Team: Petito
VentureLab.12

Food Traceability

Experiments
Food Traceability
Food Traceability

EXAMPLES OF TRACEABILITY TOOLS AND LABELS
• Field identification of tags
Sheep and goat tag, Lithuania

Cattle passport, Germany

Label on beef steak, Belgium

Label on oranges, Belgium http://www.elastitag.com
Label on oranges, Belgium

Weight
Weight
Weight
Weight
http://en.wikipedia.org/wiki/European_Article_Number

•There’s a difference in standards between the EU and US markets.
•A 2D label recently appear in the US market but restricted to vegetable and fruit goods
The Rapid Alert System for Food and Feed (RASFF)
The Rapid Alert System for Food and Feed (RASFF)
The Rapid Alertplace since 1979, was enhanced Feedinformation whenever a risk to food or feed safety is
System for Food and (RASFF)
•Only the EAN code is common
The RASFF network, in
The RASFF network, in place2002. Members of the
of
by the General Food in place since 1979, was enhanced
The RASFF network, Law in since 1979, was enhanced
OAP-VP study
of information member ofa risk to food becomessafety is
identified. If a whenever a risk to food or feed safety is
of information whenever the network or feed aware

MARKET SURVEY
The RASFF network, in place since 1979, was enhanced of information whenever a risk to food or feed safety is
by the General Food Law in 2002. Members of the
network are the 27 Member2002. Members of the identified. If a risk to human health, it notifies the
of a potential member of the network becomes aware
by the General Food Law in States, the European
by the General Food Law in 2002. Members of the identified. If a member of the network becomes aware
identified. If a member of the network becomes aware

Team: Petito
network are the European Food Safety European
Commission, the 27 Member States, the Authority, Iceland, of a potential risk to human immediately transmits
European Commission, whichhealth, it notifies the this
network are the 27 Member States, the European
network are the 27 Member States, the European of a potential risk to human health, it notifies the
of a potential risk to human health, it notifies the
Commission, and Norway. Food Safety system supports
Liechtensteinthe European This warningAuthority, Iceland, European Commission, which immediately transmits this
information to the other members – and beyond – so that
Commission, the European Food Safety Authority, Iceland,
Commission, the European Food Safety Authority, Iceland, European Commission, which immediately transmits this
European Commission, which immediately transmits this
Liechtenstein and Norway. This warning system supports
the traceability system by enabling the rapid exchange information to the other members – and beyond – so that
corrective action can be rapidly taken.
Liechtenstein and Norway. This warning system supports
Liechtenstein and Norway. This warning system supports information to the other members – and beyond – so that
information to the other members – and beyond – so that
the traceability system by enabling the rapid exchange
VentureLab.12

Experiments
•Field identiﬁcation of tags

•The information seems to be in place just for cow
meat processed within the retail shop. It is hard to
acquire. Not camera friendly. QR non-functional OAP-VP study

VentureLab.12

Experiments
•Interview with a school kid (10 years from Uppsala)
School menu of Martha Payne, http://neverseconds.blogspot.co.uk/

•School food seem to lack enough nutrients for the young kids in Swedish schools
•Kids speak with colleagues and friends and hear about the deﬁciency of good food at
schools. Schools could promote themselves through this channel
•Poor menus and even lack of variety was between the accusations
•We showed this picture to him and he said that he could not take even pictures of
his food because his phone would be retired by the school teachers.
•Likely the families of school kids are also a prominent customer
•School food poses a problem as it is usually processed and it is difﬁcult to reach an
agreement with prepared food industries.
OAP-VP study

VentureLab.12

Trace Me App Provides Real Food Traceability

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