Albert Heijn and Refresco have introduced a system which will allow consumers to track the supply chain of the retailer’s own brand of orange juice using blockchain technology.
The retailer and Refresco will introduce a QR code on packaging which can be scanned by smartphones, which will show the route the oranges have travelled in order to reach the supermarket.
The move comes as the retailer seeks to improve transparency for consumers, as more and more consumers want to know exactly where their food comes from, and whether it is sourced in an environmentally friendly.
Orange juice stocked by the retailer is produced by the Louis Dreyfus Company (LDC)’s juice business, and grown in Brazil, and consumers will be able to track the journey from the orange groves managed by LDC Juice all the way to the supermarkets in the Netherlands.
Marit van Egmond, commercial director Albert Heijn said: ‘We supply millions of customers with good food and drink on a daily basis. This brings with it a large responsibility, and we want to actively contribute to current themes in the world around us.
“We are making our products healthier, are working on reducing food waste and we look at how to reduce our impact on the environment. The importance of transparency in the supply chain continues to increase.
“We know all the steps in the supply chain of our products, to ensure they are produced with respect for people, animals and the environment. And we want to show these steps to our clients as well, be open and transparent.”
Maarten Kusters, managing director of Refresco Benelux added: ‘This is a unique way of bringing together the grower, processor, bottler, retailer and consumer and making the entire process of fruit juice production traceable and transparent.
“We are pleased that we can make a contribution in this way as Albert Heijn’s partner. Being the world’s largest independent producer of juices and soft drinks, Refresco is committed to a sustainable fruit juice sector.
“We aim for 100% sustainably-sourced juice by 2030 in fruit juice products of our clients. In support of this ambition, we co-founded the Sustainable Juice Covenant last year, alongside other leading industry players.”
© FoodBev Media Ltd 2019
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