Food labels have taken on increased importance. People want to know not only what’s in their food but where it came from and how it got to the point of purchase. Learn why traceability matters for food marketing so you can communicate effectively with consumers who buy your food or drink products.
What Is Traceability?
A food traceability system collects data at each stage of food production, from seed planting to harvest, packaging, transport, and its ultimate incorporation into food products. Sometimes referred to as “farm to fork,” food traceability shows how foods are prepared or cooked for consumption.
Traceability systems support food safety efforts, helping regulators pinpoint the origin of outbreaks of foodborne illnesses, identify foods by batch production, and monitor foods as they travel from their country of origin across borders to their final destination.
Food Quality
Traceability is critical to food quality. Manufacturers need to know that they’re getting the quality ingredients they ordered and that the product matches their intentions. If the product is not up to standards, suppliers must be able to retrace each step along the chain of production to figure out what may have gone wrong.
Regulatory Mosaics
Supply chain issues have forced many manufacturers to search for alternate suppliers. When it comes to food production, the supply chain brings with it a mosaic of regulations. Each jurisdiction the product travels through may impose regulations different from those where people ultimately consume the food. Traceability helps food producers demonstrate compliance and comply with recalls.
Consumer Concerns
If the product is unappealing to consumers, all the traceability in the world won’t change that. But for products that consumers enjoy and want to buy, product origin and ingredients can make the difference in a purchase decision between competing brands. Traceability matters in food marketing and in the world of craft alcohol because traceability affects consumer behavior, from bread to craft cider.
Communicating effectively about the origin of food and beverages is an essential element of any marketing strategy for consumable products. Making the farms and orchards part of the product’s story can attract consumers concerned about the wholesomeness of the ingredients in the food and drink products they purchase. This is why you’ll see more brands telling the story of how their products went from “farm to fork” or from cidery to sip. A compelling origin story can make a difference in consumer buying behavior.
