Enabling Transparency in Meat Supply Chains

one tracking & tracing system to serve supply chain partners, consumers and authorities Huub Scholten1, Tim Bartram2, Ayalew Kassahun1,

Sabine Kläser2, Ralph Tröger2, Rob Hartog1, Angela Schillings-Schmitz2, Sandra Meier2, Robert Reiche3

1 Wageningen University, Netherlands2 GS1 Germany, Cologne, Germany 3 Euro Pool System, Bornheim, Germany

Topics

• Problems to be solved• Transparency system to be developed• Functionalities and apps• Business cases for end-users• Business case for you?

Food alerts for meat2013• up to 100 % horse meat in

o Tesco spaghetti bologneseo Findus lasagne

• horse meat scandal

Since 1989• BSE (bovine spongiform encephalopathy)

• commonly known as mad cow disease

Rationale

• Consumer’s interest in origin, animal welfare, food safety and not only price• Authorities, consumers and meat supply chain partners require provenance

data in case of a meat related food safety alert • Beef: because of BSE• Other types of meat: EU regulation 1169/2011 now beef, in 2014 other meat• Real time and all the time information and not only retrospective in case of

food safety alerts and also to quality issues• All information wanted by consumers and other parties should be provided

by supply chain partners and transported along the supply chain.

Transparency system to be developed

farm

breed

farm EPCIS repository

fatten

meat industry

slaugther debone cut package

retail / wholesale

sell

meat industry EPCIS repository retail / wholesale EPCIS repository

FIspace platformapp shop

app 1 app 2 app 3 app 4

app 5 app 6 app 7 app 8

FIspace busininess collaboration handler

laye

r 1

laye

r 2

transport transport

EPCIS events EPCIS events EPCIS events

EPCIS events

Transparency for 3 groups of end-users

5 functions required (1)

1. Populating EPCIS repositories with meat transparency datao Upload EPCIS events, e.g. birth, breeding, fattening, slaughtering,

cutting, packing/unpacking, sending/receiving and sellingo Not to be developed within MIP trialo Obtaining event data from ERP systems and FMIS

2. Accessing transparency data by businesses and government o GUI for standard EPCIS query operations , i.e. queries for specific

business locations, processes, products, time intervals, etc.o Questions on a product:

“Where does a product come from?” “When did it arrive?” “What raw material was used to produce it ?

5 functions required (2)

3. Discovery of traceability data sources (incl. administration)o who has information about a specific product, identified via Global

Trade Item Number (GTIN) + lot or serial number or a shipment identified via a Serial Shipping Container Code (SSCC)) in order to reconstruct the entire chain of custody

4. Aggregation of traceability informationo based on the 2 previous functionso automated collection and aggregation of traceability information of a

product o Authorized requester should get:

place/ date of birth, date/ location of slaughtering of the processed animals

list of all parties who had custody of a product list of distribution centres/ retail stores a product of concern has

been shipped to

5 functions required (3)

5. Accessing transparency data by consumers (B2C) o function similar to previous one, but for consumero what kind of information

dynamic data: date of slaughtering, place of birth, etc.), but also static product (weight, ingredients, etc.

master data: location of the slaughterhouse, etc. marketing information: pictures, certificates, videos, etc.

o not allowing tracking of products

From requirements to apps

• Requirement 1: to be developed as generic app, relevant for more trials

• Requirement 5: to be developed together with the trial on Tailored Information for Consumers

• Requirement 2, 3 and 4 should be developed by new partners entering FIspace’s MIP trial through the open call

Business cases for consumers

Consumers• Be informed by smartphone/website on

– dynamic data: date of slaughtering, place of birth, etc.), but also static product (weight, ingredients, etc.

– master data: location of the slaughterhouse, etc.– marketing information: pictures, certificates, videos, recipes, etc.

• Meat related information will be filtered cf. interests

Retailers• Can provide an enhanced consumer experience with

– Proven history of the meat item– Brand-like name and approval stamp

Business cases for meat supply chain partners

Farmers – direct link to consumers

• facilitating differentiation of products from those of other farms • Investments on e.g. animal welfare or sustainable production can be

communicated to consumers

Farmers, slaughterhouses and meat processor – products can be better based on requirements of consumers and meat

supply chain partners– it will facilitate optimising every partner’s business process and

improve investment decisions.

Business cases for regulators/authorities

Authorities• In case of meat alerts:

– Easier control and regulation enforcement – New system enables a fast, effective, surgical response – with less critique by the media and the general public– resulting in more confidence and trust in the responsible authorities.

Society as a whole • The new system makes investing in sustainable production

and animal welfare more lucrative. • Moreover, no general alarms are required in case of meat

alerts.

Why should you join the team?

• Large impact on society• Funded app development is seed for many more projects, i.e.

– Develop apps funded by EC– Roll-out after end of FIspace

• A proposal for a FI-PPP phase 3 project is under construction:– Transparency Fresh Food supply chains– More types of fresh food (several meat types, fruits & vegetables,

bakery, etc.)– More fresh food supply chains (> 1000 supermarket chains in Europe)

Questions?

Huub Scholten – Wageningen University – huub.scholten@wur.nlTim Bartram – GS1 G - Bartram@gs1-germany.de

www.FIspace.eu