Recently, transparency and information about the products we consume have become a major concern. Indeed, consumers are increasingly aware of their choices and the impact they can have on the environment or on their health. To encourage a sustainable and responsible food sector but also to eliminate this lack of trust between manufacturers and consumers, traceability is proving to be the perfect solution beyond being a real trend in the field of FoodTech. Fit Market's commitment is as follows: to align with consumer demand and offer a technological tool that will guarantee them full transparency.
The community of consumer actors
A few years ago, we saw the emergence of a new type of consumers calling themselves "active consumers". Various Swiss scandals, in particular linked to false declarations concerning meat, have created a growing need for transparency regarding food information. Today, a large number of people have joined this community and wish to consume goods that are beneficial for their health and with less impact on the environment. Customers are increasingly curious about the origin of products, their composition but also their manufacturing process.
Around two-thirds of Swiss consumers say they buy responsibly and take their health into account (Readers' Digest, 2018). The desire of the Swiss to consume more consciously continues to increase and 74% of those questioned want to buy food that respects nature. However, a large majority of these people say they do not have enough information on the environmental, social but also health impact.
Fuzzy and very numerous labels
In order to allow the consumer to obtain the information they want, a large number of labels have appeared. Aiming to indicate the origin or quality of products, these numerous labels nevertheless have certain limitations and a large number of consumers are starting to get confused.
Indeed, there are labels created and used for purely marketing purposes. These are not therefore real quality labels which can mislead the consumer and encourage him to buy a product which seems good for health and the environment but which is not necessarily so… In addition, certain labels are very little known to consumers and require an additional research effort which can sometimes be discouraging. The multitude of labels affixed to the same product also disconcerts customers who consider this information to be less and less relevant and therefore less and less reliable. Finally, some of them absolutely do not guarantee an optimal composition for health, even if they offer an organic label, for example.
The arrival of applications
Applications that allow consumers to analyze food products just by scanning them have been very well received. Their simple use and their rating system that allows you to get a quick opinion on the products have resulted in downloads by the thousands. This enthusiasm has once again demonstrated that consumers are looking for more information and transparency.
In addition, following the Covid-19 crisis, this need for traceability has been amplified and the question now is: how can consumers ensure perfect transparency as to quality, composition, the origin but also the production and transportation processes of their products?
Blockchain traceability as a solution
Blockchain seems like a complicated concept, and it can often be, but the main idea remains accessible. A Blockchain is a database that has a slightly different data structure. While databases are structured in the form of tables, the Blockchain structures them into chunks (blocks) which are chained together when complete. This process thus creates an irreversible data chronology which means that once added, a block can never be modified or deleted. In this way, the information is completely reliable and every piece of information about a food is perfectly determined.
Blockchain could therefore allow consumers to ensure the authenticity of products given that they will have access to a large amount of very detailed information. The origin of the product, its manufacturing process, the means of transport used, the quality are part of the information to which the customer will have access in a quick, simple and reliable way, thus allowing them to make conscious choices aligned with their values and needs. .
Fit Market's commitment
After this observation, it was only natural that Fit Market was created, with the aim of bringing this transparency to consumers. While it is common to assume that a huge majority of actors in society have access to many technological tools, the reality is that in the healthy and sustainable food sector, and in particular for small producers, it is There are very few alternatives for reaching customers with detailed information on the origin of their products, their production and how they are brought to market.
This is why the development of a Blockchain-based technological traceability tool has been launched and will soon be ready for use, with various information for each product on the e-shop:
- Detailed composition and benefits of the product
- Description of production processes and times
- Time spent in warehouse
- Transparency on means and distances of transport
Fit Market is committed to meeting consumers' need for transparency and this tool is the first step towards a more sustainable and transparent food world.