Building Traceability (and Trust) across an

international supply chain

Dr Peter Stevens, CEO GS1 New Zealand

19 August 2015

© GS1 2015

The Pizza Game

• Simple Rules:

- 120 seconds to make the best pizza on your table

- You can trade ingredients – does not have to be 1 for 1

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Agenda

• Why is traceability so much on (everybody’s) agenda?

• GS1

• WPC 80 and New Zealand’s response

• Key Concepts

• How do we enhance trust for NZ’s global customers?

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Food scares

• “The Great BSE scare of 1986”

• “The Great Dioxin Scare of 1999”

• “The Great Sudan Red Scare of 2006”

• “The Great Seafood Scare of 2016”

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Another drivers …

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And yet another driver …

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But wait there is more …

• EU 1169 –

Distance

Selling

legislation

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The Guilt Club, Portland, Oregon

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Agenda

• Why is traceability so much on (everybody’s) agenda?

• GS1

• WPC 80 and New Zealand’s response

• Key Concepts

• How do we enhance trust for NZ’s global customers?

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GS1 - global reach, local presence

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Global, not-for-profit and user-driven • Over 2 million companies use GS1 standards.

• Present in over 111 countries

• Serving more than 20 sectors

• Neutral platform for collaboration

• Standards & implementation support

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Some of the world’s best-known companies sit on our Board

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And locally … Our 2015 Board

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The GS1 System of Standards

IDENTIFY CAPTURE SHARE

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Agenda

• Why is traceability so much on (everybody’s) agenda?

• GS1

• WPC 80 and New Zealand’s response

• Key Concepts

• How do we enhance trust for NZ’s global customers?

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1 February 2012 … 3 August 2013

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Trust was damaged …

• Between regulator and regulator

• Between trading partner & trading partner

• Between supplier and consumer

• Key challenges were:

- WPC was a key ingredient used globally

- WPC is relatively low risk – what it is

used in can be high risk, with high risk

consumers

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Financial Times, 31 Oct 2014

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Ministerial Inquiry into WPC Incident

• “The findings point to serious deficiencies in

… traceability systems which took a confusing

16 days …”

• “…NZ’s traceability systems for dairy foods

(and ultimately other food sectors) can and

should be improved. Any upgrades will

require a collaborative approach … No single

participant can implement effective change in

such a complex environment”

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Dairy Traceability Working Group

• “... consider the most appropriate

regulatory provisions for

traceability of diary products …

(“what” must be achieved)”

• “… consider a code of practice …

to guide industry in implementing

the requirements … “how” to

achieve it”

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© GS1 2015

Agenda

• Why is traceability so much on (everybody’s) agenda?

• GS1

• WPC 80 and New Zealand’s response

• Key Concepts

• How do we enhance trust for NZ’s global customers?

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© GS1 2015

Traceability as a Process

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From : Producer-to-consumer Farm-to-fork Pasture-to-plate Tree-to-teeth Tackle-to-Laughing Gear Grass-to-arse

© GS1 2015

Party

Parties & Roles

• Manufacturer

• Transporter

• Retail /Food

Service Provider

• Authority

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Role

• Brand Owner

• Traceable Item

Creator

• Traceability

participant (data

provider)

• Trace request

initiator

Quality Manager

Citizen

Employee

Mother

Wife

Party Role

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Critical Tracking Events (CTEs)

• Product Creation/Repacking (Transformation)

- Origination (Create a unique identifier – Product enters supply chain)

- Aggregation (put discrete items together)

- Disaggregation

- Convert (repack or re-label)

- Commingle

• Product Shipping

• Product Receipt

• Product Depletion (Consumption and/or sale)

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Key Data Elements (KDEs)

• Unique Product Identifier (WHAT)

- Product ID

- LOT/Batch/Serial Number

- Quantity

• Location Identification (WHERE)

• Date and Time (WHEN)

• Description (WHY - what was happening?)

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External Traceability

• Shipment e.g. a

truckload

• Logistics Unit e.g. a

pallet

• Trade Item, e.g. a

Consumer Pack

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Seafood specific requirements in some markets

• Including…

- Catch area

- Date of catch

- Species

- ID of fishing vessel

- Supplier

- Batch etc

- Production method / category of

fishing gear used

- Date of first freezing (un-coded)

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Risk

1. Frequency of outbreaks and occurrence of illnesses

2. Severity of illness, taking into account illness duration, hospitalization and mortality

3. Likelihood of contamination

4. Growth potential/shelf life

5. Manufacturing process contamination probability/intervention

6. Consumption

7. Economic impact

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© GS1 2015

Agenda

• Why is traceability so much on (everybody’s) agenda?

• GS1

• WPC 80 and New Zealand’s response

• Key Concepts

• How do we enhance trust for NZ’s global customers?

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© GS1 2015

Interoperability – Market Access to Market Success

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‘Classifying Things’ – product admission, risk assessment,

Enhances/replaces harmonized tariff codes

‘Identifying Things’ product admission, risk assessment

‘Knowing more about things’ – what is it?

‘Which item is it? - serialisation

‘Where has it been?’

‘Is it genuine? Is there a problem with it?’

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The need – consumers, industry, authorities

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Consumer Experience

Trust

Transparency Consumer Safety

Loyalty

Image

Product &

Transactional Data

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