Posted at 31 October 2017
The very first cornerstone of consumers’ trust is traceability. Ensuring safety of a product at every step of its value chain is now mandatory. At stake for the industry: a winning bet on transparency to tell consumers the story behind a product, thus highlighting rewarding sustainable practices.
Safety first, always
With globalization and increased imports from all around the world, regulations as well as consumer expectations for food safety has exponentially risen during the last decades. Many developed and importing countries have implemented legal requirements for traceability, pressuring exporting countries to comply with these regulations. This is why industrials need full end-to-end supply chain visibility to prevent any risk of a sanitary scandal. Because, as recalls in the food industry have jumped four-fold in just five years, their average direct loss costs around 10 million $, in addition to brand damage and lost sales*.
Transparency: a CSR commitment
Because there can’t be sustainability without transparency, players of the industry are more than ever driven to fully integrate transparency in their CSR commitments towards their stakeholders, starting with consumers. Indeed, a recent survey showed that 73% of consumers feel more positively about companies that are transparent about where and how products were made**. Therefore, “Industrials are given the chance to align their traceability strategy with their sustainability policy by insuring the controlled origin of 100% of their strategic raw materials and locally processing them to avoid any risk on the value chain”, explains Sebastien Langlais, Science Platform Leader, Taste at Diana Food.
Telling the story behind the product
Thus, transparency is also a marketing opportunity for industrials to highlight their good practices, explains Quentin Brouet, Category Director, Savory, at Diana Food: “Communicating on traceability is for us, industrials, a chance to nourish our story telling around our brands. Consumers are more and more attentive to ingredients’ origins and the know-hows involved in processing. Emphasis on a “terroir”, its identity, ecosystem and the people behind the scene such as farmers or small local producers contributes to gain consumers’ trust, which is fundamental today.”