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As shoppers get increasingly interested in where their products come from, a growing number of companies are starting to tell the stories behind the journey to the retail shelf.
Shoppers can now use product codes to trace Silk Soymilk back to the soybean farm, Organic Valley milk back to the dairy farm, and John West canned tuna back to the fishing vessel. The soon-to-be-released “Trace My Coke” application will also disclose details about the product’s environmental impacts, including its carbon footprint.
Beyond food and beverage products, examples of supply chain transparency are also showing up in consumer products like clothing (e.g., Patagonia, Icebreaker, etc.), and jewelry (e.g, Walmart).
