Italian Coffee producer Massimo Zanetti will launch a sustainable coffee brand titled Segafredo Storia, where its supply chain will be traced using Farmer Connect’s blockchain solution. The brand is expected to be available in 11 European markets by April and the rest of the world by the beginning of next year.
Coffee production has faced ethical challenges with anonymous farmers at the end of a complex supply chain. A key issue is workers earning a salary below the minimum living wage. Moreover, the environmental footprint of a cup of coffee should not be overlooked. An average 125ml cup of coffee requires 140 liters of water to be produced.
The implementation of blockchain across Segafredo’s supply chain provides Zanetti immutable data on production. The data can be monitored and analyzed to spot inefficiencies in production and explore processes where sustainable practices can be implemented. Regarding accountability towards farmers, the transparency aspect of blockchain ensures claims of ethical production and fair wages can be proven.
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