Bumble Bee Takes On Consumers' Demand For Supply Chain Visibility

By Melissa Lind, contributing writer

Today’s consumers having growing concerns regarding how their food got from harvest to their table. This places demand on suppliers to be able to share information about that food, directly with the consumer. Bumble Bee Foods is one food maker prepared to meet the needs of its consumers.

Traceability in the food industry is a hot topic and providing visibility to consumers can certainly make a business more appealing. Rather than relying on intermediate vendors to address new visibility demands, one company is giving the information directly to the consumer. Bumble Bee has announced the development of a website that will let consumers know the origins of their own tuna. The launch is planned for June, 2015 and will provide information about where, when, and how the fish were caught by using a tracking code printed on the can. According to Stan Aronow, VP of research at Gartner, giving consumers the supply chain information they demand “can mean the different between a good and a bad corporate reputation.”

What Are FSMA’s Traceability Requirements And Best Practices?

Visibility in the food supply chain is a big issue, especially for consumers who are environmentally conscious. Those end consumers want to know that their food was grown and harvested in a sustainable and fair-trade manner, including humane treatment for animals. Suppliers who are able to provide supply chain information may have a leg up on the competition. With advancing technology, claiming that your products are fair-trade or sustainably harvested may not be enough. The ability to satisfy consumer informational demands with supply chain visibility can improve a company’s reputation and the value of their product.

Supply Chain Visibility Is A Key Part Of Delivering Proof Of Product Integrity

Other food industry businesses have also recognized consumers’ desire for more information about the harvesting and processing of their foods. Whole Foods Market, which already provides some information about the origin and sustainability practices of their food suppliers, is developing technology to give shoppers additional information, including animal welfare ratings and GMO data.