Food & beverage companies are being pressured to make public accountable disclosures about where their products were harvested, manufactured and distributed for sale. Eventually Blockchain technology will be utilized to assist in this process. Introducing Block Bird’s, the world’s first transparent chicken.
New food and beverage products were on display earlier this week at the 2018 Winter Fancy Food Show in San Francisco. One innovative concept was a hi-tech grocery store called The Future Market, a pop-up store that featured six futuristic products. One product that piqued my interest, was Block Bird chicken sourced from several Midwestern small farms. Verified by Blockchain technology, the entire journey of their chickens to the grocery store is documented and visible on the front label of their packages. Block Bird’s label includes hatchery (egg) information, starting weight, ending weight, the type of feeds consumed, as well as the health and handling of each bird.
Being in the food business, I respect how today’s consumers are more knowledgeable about the food and beverages they consume, thus demanding label transparency. However, at what point is the complete and total transparency overload provided by food & beverage companies TMI for consumers to fully grasp?
TMI Thought: “Everyone gets so much information all day long they lose their common sense.” – Gertrude Stein (American Writer)