Brand Buttressing 2: Transparency

Continuing my theme of brand buttressing, here’s my 2nd predictive for where food brands are going to innovate and shore up their structure for the future.

Total transparency of the supply chain. And I mean TOTAL. Consumers today are bombarded by a lot of information, disinformation and, sadly, misinformation from industry, lobby groups, governments and self-styled nutrition gurus about what they are eating and where it comes from. They are used to having a wealth of information at their fingertips and are increasingly curious about their food choices. The brands that can satisfy that curiosity honestly, openly and rapidly will buttress their brand’s strengths still further.

That means giving the consumer on-line access to production metrics and supply chain details in virtually real time; for example, they will be able to see a site’s CO2 emissions, exactly which farmer is supplying the raw materials and whether that farmer’s kids go to school. This transparency will be driven by the need to be sustainable, ethical, environmentally compliant and not wasteful. The brands that move first here will make huge reputational gains. That is good for business.

Take a look at Fishpeople: enter TCL0129 into the "Track Your Pouch" section and see for yourself what is possible.

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