NEWS COMMENTARY

Mondelēz announces new food transparency project, while its ROI is uncertain

Published:
July 01, 2021
Coverage:
Emerging Ecosystems in Agrifood and Health More...
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Project
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Mondelēz launched the project based on Connecting Food, a blockchain-based supply chain transparency platform. The project allows consumers to obtain the "from farm to factory" information on the wheat in Triscuit brand crackers when they scan the QR code on the product packaging. Traceability projects like this serve well as marketing tools, as they provide transparency and showcase companies' environmental and social responsibility. However, it's not clear whether the Mondelēz project can achieve an ROI. The project doesn't cover the product delivery process from the factory to consumers and thus may not offer enough transparency to drive sales to cover the cost associated with the software (blockchain) and hardware deployed.

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