Yesterday Danone unveiled its Track & Connect service, a blockchain food traceability solution to provide greater transparency for its baby formula brands, including Aptamil. It has already launched in China and will be rolled out this year in France, Germany, Australia and New Zealand.
The choice of China for the launch may not just be related to market size. There have been several scandals in China around baby milk and vaccines. In 2008 six babies died from kidney stones, and 54,000 were hospitalized after large amounts of melamine were found in infant formula. In 2018 a Chinese firm sold substandard vaccines used on babies as young as three months old. And China is plagued with counterfeits.
While Danone says the solution provides transparency from farm-to-fork as well as after-sales support and services, the design points to an anti-counterfeit solution. Barcodes are easy to copy unless special technology is used, such as ScanTrust‘s.
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