The Soil Association are encouraging the nation to try organic by allowing shoppers to trace organic food from supplier to shelf with a simple scan from their mobile phone.
Following the supermarket horsemeat scandal and the recent mass egg recall, shoppers continue to question the origin of their food purchases. Food transparency is now an ever-growing trend.
The nation wants to know where their food comes from and the precise journey it made from field to fork.
Soil Association Certification, the UK’s largest organic certification body, have partnered with British tech start up Provenance to showcase ’the future of food’.
Digitally savvy customers can use pioneering interactive software to discover the people, places and certifications behind the organic products they buy.
This cutting-edge technology brings a revolutionary dimension to the way we shop, letting customers discover the journey of their food through an interactive label – where it was grown, reared or harvested, how it was processed, transported, when and by who.
Clare McDermott, Business Development Director from Soil Association Certification, said: “This latest technology in food traceability enables us to track the journey of our food with exact times and locations from field to store, accreditations of the farm including the Soil Association Organic Certification symbol and even an image of the animal itself.
“This takes our Soil Association Organic symbol to the next level, arming shoppers with detailed information via their smart phones at the point of sale. Customers who interact with the digital symbol can find out more about what it means to be organic, including; fewer pesticides, no artificial additives or preservatives, it’s always free range, has the highest standards of animal welfare and no GM ingredients.”
It also gives producers an opportunity to share the story behind what makes their products so great.
Using three types of labels and identifiers; barcode, QR code and NFC tags, shoppers simply scan or hover their smart phones to find out the unique journey behind their food.
This includes information about its origin, ingredients, and any special attributes such as organic, gluten-free, dairy-free etc. Photos of the product’s creation, as well as farmer or producer profiles can be viewed too.
Jessi Baker, CEO and Founder of Provenance, comments: “Our tech brings an easy, secure and trustworthy digital dimension to our food and drinks. Working with the Soil Association Certification we’ve created the world’s first digital certification symbol, with key verified data and batches of product stored on the blockchain.
"For a shopper, this means when you look for products certified by the Soil Association, you know you are looking at a mark to trust and the food we all buy meets the highest standards now and in the future.”
Anna Bury, Sales and Marketing Director of Eversfield Organic Farm in Devon, comments: “We are honoured to be part of this new programme. This is a huge step towards a future for all shoppers to choose authentic products with a positive impact on our planet.
"It’s long been our dream to produce the best quality organic meat, from the happiest of animals, making it available to everyone. Now consumers can follow the journey of our animals every step of the way.”