They say don’t judge a book by its cover, but does this also apply to food products? While you may know exactly what it is that you are buying, the extra information that is printed on the packaging always helps you get a better idea of what you are really consuming.
This is why labels will usually work better than advertising hoardings when it comes to food products. The conscious consumer is more concerned with whether the tea they are consuming is really from Darjeeling, rather than the flavour of the day of the celebrity who is advertising the product.
The bond of trust between the consumer and an agribusiness is often built on these labels, since it tells the consumer the complete story of the growing, harvesting and production cycle. But how can an agribusiness ensure that the labels are telling you the truth, the whole truth, and nothing but the truth? Ensuring compliance with the strict measures of agricultural institutions across the world is not an easy task, however once a business can present comprehensive data on all its processes, compliance can help a food product become an international sensation with consumers from distinctly different geographies.
We worked with one of the largest grape exporters in Asia. They wanted to export their grapes and were faced with the challenge of meeting the strict requirements on traceability, compliance and quality control set by exporters. This is where they turned to technology for the solution and decided to partner with CropIn Technology.
The result was a resounding success. CropIn’s farm management solutions helped them capture data and visuals at all levels of production, from pre-sowing to shipping. This ensured adherence to Good Agricultural Practices (GAP) and other international compliance standards. The technology solution also ensured that consumers could verify for themselves whether the label was telling a true story. Barcodes were generated for each inventory unit, letting a consumer anywhere in the world trace back each product to the farmer and land where it was grown.
Today the company is selling fruits and vegetables to countries around the world. What is even better is that it has built its platform around traceability, ensuring that there is never a compromise on quality and product information, regardless of whether the enquirer is a government organisation or the consumers themselves. That is visibility, transparency and consumer knowledge — the cornerstones of building a better relationship between agribusiness and the consumer.
This bond was solidified thanks to Smartfarm and mWarehouse. SmartFarm is CropIn’s flagship smart farming solution that captures crop data straight from the fields. mWarehouse is a digital packhouse solution that establishes farm-to-fork traceability, quality control and compliance with international trade regulations. Being a cloud-based platform, both SmartFarm and mWarehouse allow key players in the agribusinesses to view farm and supply-chain activities in real time and derive actionable insights that encourages efficient and dynamic business operations. The Web- and mobile-based applications digitise every activity that goes into producing and distributing the produce, thereby bring about transparency and accountability in the entire process.