Introduction
A couple of hundred years ago, an average person’s food source radius was around 10 miles. Today our food basket is a product of a complex web of farmers, freighters, trailers, retailers, and suppliers, that stretches into thousands of miles long supply chains. In the last few years, many ideas have emerged about how to improve the status quo in the supply chain domain. When the COVID-19 pandemic put the global supply chains to the test, it exposed some fundamental shortcomings, especially in the food industry, and emphasized the need for new solutions. One of the most innovative and widely discussed ideas is the application of blockchain technologies, which has captured the public imagination since 2009. This paper looks at the application of this new technology in the food industry from the perspective of customers and discusses its potential perspective and cons.
Blockchain
Blockchain is software that creates a network of computers for the authentication and verification of digital documents. It is also called Distributed Ledger Technology due to its core idea, which is for various blocks of information in a chain of computers to keep tabs on each other or maintain autonomous ledgers of transactions to avoid duplications or double-spending. The concept of a blockchain protocol was first put forward in 1972 by an American computer scientist David Lee Chaum in his dissertation work “Computer Systems Established, Maintained, and Trusted by Mutually Suspicious Groups,” where he argued that “a number of organizations who do not trust one another can build and maintain a highly secured computer system,” or network of vaults, they can all trust (Chaum, 1972). However, this idea did not attract much attention from any industry until the release of Bitcoin cryptocurrency decades later. When the unknown author (or authors), under the pseudonym Satoshi Nakomoto, published the white papers for Bitcoin in October 2008, the blockchain technology that enables it stirred a lot of attention. Even people skeptical about cryptocurrency became intrigued about other potential applications of the technology that powers it.
Supply Chain
One of the most notable books about the global impact of this technology is titled Blockchain Revolution, written by Don and Alex Tapscott. In the book, first published in 2016, the authors remark, “We often get asked, “What is the next big killer app for blockchain?… There is no better candidate than the global supply chain, an industry that runs two-thirds of the global economy” (Tapscott & Tapscott, p. 5). Modernization of supply chain operations and management is long overdue, and in recent years exciting ideas have emerged about using blockchain applications to address some of the most salient issues in this domain. In a short period, dozens of new startups and several large corporations started looking for ways to leverage the potential of blockchain applications for improving supply chain management. For example, in 2017, Walmart, along with some of its biggest suppliers in the food category, such as Dole, Kroger, McCormick, Nestlé, Tyson Foods, and Unilever, developed a partnership with IBM to use blockchain for food traceability (Sristy, 2017). Since the COVID-19 crisis, which exposed some of the fundamental issues in the status quo of the supply chains, especially in the food industry, the appetite for innovative solutions has grown even larger.
What would it mean for consumers?
Government and businesses have a common interest in the consumer, with the private sector wanting to earn repeat business from customers and the government wanting products to be safe for consumption. If blockchain becomes a mainstream solution in supply chains, it would create more transparency and make it easier to track food products not only for business operators and government regulators but also for customers. According to Walmart, in 2016, it took their food safety specialists 6 days, 18 hours, and 26 minutes to track where a package of sliced mangoes came from (Sristy, 2017). However, with the help of blockchain applications, they were able to cut it down to 2 seconds. It is as easy as scanning a barcode, and it means even customers in a store can pull out a phone, scan a product and see the entire life story of a given product.
Considering the increasing customer interest in learning more about their food basket, blockchain could mean a win both for consumers and businesses who want to gain a marketing edge. According to a report released in 2022 by FMI – Food Industry Association and NielsenIQ, 81% of shoppers say “transparency is important or extremely important to them both online and in-store” (NielsenIQ & The Food Industry Association, 2022). This growing demand for more information is why we see more and more labels on products such as Animal Welfare Approved, Cruelty-Free, Certified Naturally Grown, Fair Trade, etc. Today, there are hundreds of food certification labels in the US that non-profit, public organizations issue. Most of these entities are well-intentioned, but they do not always have the resources/capacity to enforce high standards. For example, a Peruvian Fairtrade-certified coffee producer told Financial Times, “There is no way to enforce, control and monitor – in a remote rural area of a developing country – how much a small farmer is paying his temporary workers” (Weitzman, 2006). So blockchain could help these certificate-issuing entities to keep the customers better informed.
One successful blockchain startup Banqu, used in 50 countries, makes even the smallest farmers in remote areas bankable, as they receive a text message with a unique code after every transaction, which they present to local banks and then receive their money. It creates unprecedented visibility for small farmers and significantly reduces the opportunities for fraud. We live in an interconnected world, where small farmers in rural areas of distant countries play a role in shaping our daily food basket. Banqu (a wordplay of bank and you) suggests that with their application, “you will know who harvests your crops, who collects your waste for recycling, and who mines your gems and minerals,” and claims that companies that partner with them perform better on climate action, poverty alleviation and human rights (Banqu, n.d.). Blockchain could shed light of transparency along the entire line of the supply chains and make visible even the smallest farmers all the way upstream to the final destination consumers.
Conscious consumerism or consumer activism are trends that are expected to grow in influence over time. New generations are more likely to leverage their individual purchasing choice and mobilize over social media platforms for collective action against corporate practices they disagree with. According to LendingTree, in 2020, 38% of Americans boycotted a company, mainly due to a political or covid-19 related issue. This number was 51% and 52% for Gen Z and millennials, while it averaged 22% and 16% for baby boomers and the silent generation (Holmes, T. 2020). As one example, in 2020, consumers from around the world mobilized behind the #payup campaign that forced large brands such as Gap, Levi’s, Zara, Nike, Nike, H&M, and Ralph Lauren, among others, to pay up wages to employees in Bangladesh, as they were facing cancellations of orders north of $15 billion (Bobb, 2020). Thus, there is growing customer interest in the products and how those products reach the store shelves, and blockchain could be an effective method both for consumers and civil society organizations to investigate that process and make their choice.
Limitations
Blockchain is a powerful technology with tremendous potential for driving positive changes in supply chain management, but it is not a solution that works magically on its own. There are a number of limitations that need to be addressed. First, we are better informed about the successful applications of blockchain, whereas most blockchain initiatives have failed (Alighieri, 2019). So, businesses need to study both successes and failures in order to identify the optimal implementation plan.
The second shortcoming is that blockchain is not the only solution, and there could be less complex remedies to address the current issues in supply chains – the argument being that blockchain is a big burden with high alternative costs and low benefits. For example, in 2017, McKinsey released a study titled “Blockchain technology for supply chains—A must or a maybe?”, which suggests that “well-managed central databases with good data management, combined with supply-chain visualization and analytical prowess, can be achieved at scale today,” so there is “a good-enough solution without blockchain” (Alicke et al., 2017). However, blockchain generates more reliable real-time data that can be verified, with the cost to attain this data decreasing as more adopt blockchain.
Lastly, another potential impact of blockchain technology is that it could create closed ecosystems that are not inclusive and skew the level playing field for smaller businesses. In the federal government, the Department of Homeland Security (DHS) has already taken the initiative to lead the efforts against the potential “walled gardens” effects of blockchain solutions. According to the Science and Technology Directorate under the DHS: “The challenge with blockchain technology is the potential for the development of “walled gardens” or closed technology platforms that do not support common standards for security, privacy, and data exchange… this would limit the growth and availability of a competitive marketplace of diverse.” (Blockchain Portfolio, 2022). To avoid the trap of “walled gardens,” there is a need for both public-private partnerships, as well as cross-disciplinary collaboration among legal experts, computer scientists, and business experts.
Conclusion
In the last several years, we have experienced profound changes in last-mile delivery, where customers can track their orders live with updates at every stage of the transit process. However, the upstream supply chain networks have mostly stayed the same for decades. Farmers, container carriers, railways, and large trucks have relied on traditional methods and paper transactions to manage their operations. Blockchain applications could be the turning for stakeholders in the upstream supply chains to step into the modern age. A distributed ledger technology can deliver several benefits to businesses, such as higher risk resiliency due to food traceability. Widespread application of blockchain technologies would also facilitate the job of federal agencies to enforce higher food standards and respond to crises, such as food-borne illness outbreaks. Finally, customers also stand to benefit from more transparent food supply chains, especially in light of trending conscious consumerism.
References
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