Poultry International - September 2019 - 24

24 ❙ PoultryInternational

BLOCKCHAIN
TECHNOLOGY

has big
potential beyond
transparency

Interest in novel agricultural and consumer blockchain
applications accelerates
JACKIE ROEMBKE

immediately comprehensible to the end user or the
person who benefits from it - be that consumer, farmer,
whatever it is - in the chain. The vast majority just
have the sense that this is a wonderful technology that
makes things more traceable, but not necessarily understanding how it makes [things] safer, what exactly it
brings to the table."
The following aims to examine blockchain's appeal
to consumers, identify agricultural applications and
opportunities and highlight the obstacles hindering its
widespread adoption.

Is this what the consumer wants?
The successful business-to-consumer blockchain pilots
have allowed prospective buyers to learn about their
food's "story" while still at the grocery store. More of
a novelty, the question is what does - or can - blockchain really deliver to consumers?
The first answer: using transparency to build
trust in the food system.
"I think people just want to able to have trust in
the food they eat," says Marieke de Ruyter de Wildt,
founder of The Fork, a company that helps agrifood
www.WATTAgNet.com ❙ September 2019

spainter_vfx | iStock.com

D

"

isruption" has been a buzzword for several
years regarding new Internet of Things
(IoT) innovations; however, in the agricultural technology space, few technologies have garnered
more attention than the safety, sustainability and traceability potential of blockchain.
Blockchain technology generates dynamic, webbased lists of records - or blocks - that create one
version of the truth in a supply chain that can be
accessed by multiple parties. These blocks are linked
and secured using cryptography, which ensures security, authentication and the integrity of transactions.
Beyond its obvious benefits and applications in feed
and food production, blockchain has the potential to
deliver consumer-facing supply chain transparency.
However, despite the hype, blockchain developments,
systems and applications remain an uncharted - and
complex - ag tech frontier.
"A lot of people say they're doing blockchain, but
nobody really seems to be doing it as deeply or fully
as they should be," says Aidan Connolly, CEO of
dairy technology startup Cainthus and former Alltech
chief innovation officer. "It's not something which is


http://www.iStock.com http://www.WATTAgNet.com

Poultry International - September 2019

Table of Contents for the Digital Edition of Poultry International - September 2019

Poultry International - September 2019
Contents
Editor’s Comment
Italy’s poultry producers saw mixed results in 2018
Marketing poultry products to younger generations
African poultry health scheme aiding women, society
Poultry Africa 2019 to address rapidly changing consumption
Why providing choices is key for poultry breeders
Cobb’s New Zealand facility now serving Asia-Pacific
Blockchain technology has big potential beyond transparency
7 cage-free layer nutrition issues that require attention
Processing considerations key to poultry meat quality
Products
Advertisers’ Index
Marketplace
Poultry International - September 2019 - CT1
Poultry International - September 2019 - CT2
Poultry International - September 2019 - Poultry International - September 2019
Poultry International - September 2019 - Cover2
Poultry International - September 2019 - CT3
Poultry International - September 2019 - CT4
Poultry International - September 2019 - Contents
Poultry International - September 2019 - Editor’s Comment
Poultry International - September 2019 - 3
Poultry International - September 2019 - Italy’s poultry producers saw mixed results in 2018
Poultry International - September 2019 - 5
Poultry International - September 2019 - 6
Poultry International - September 2019 - 7
Poultry International - September 2019 - Marketing poultry products to younger generations
Poultry International - September 2019 - 9
Poultry International - September 2019 - 10
Poultry International - September 2019 - 11
Poultry International - September 2019 - African poultry health scheme aiding women, society
Poultry International - September 2019 - 13
Poultry International - September 2019 - Poultry Africa 2019 to address rapidly changing consumption
Poultry International - September 2019 - 15
Poultry International - September 2019 - 16
Poultry International - September 2019 - 17
Poultry International - September 2019 - Why providing choices is key for poultry breeders
Poultry International - September 2019 - 19
Poultry International - September 2019 - Cobb’s New Zealand facility now serving Asia-Pacific
Poultry International - September 2019 - 21
Poultry International - September 2019 - 22
Poultry International - September 2019 - 23
Poultry International - September 2019 - Blockchain technology has big potential beyond transparency
Poultry International - September 2019 - 25
Poultry International - September 2019 - 26
Poultry International - September 2019 - 27
Poultry International - September 2019 - 7 cage-free layer nutrition issues that require attention
Poultry International - September 2019 - 29
Poultry International - September 2019 - 30
Poultry International - September 2019 - 31
Poultry International - September 2019 - Processing considerations key to poultry meat quality
Poultry International - September 2019 - 33
Poultry International - September 2019 - 34
Poultry International - September 2019 - Products
Poultry International - September 2019 - Marketplace
Poultry International - September 2019 - Cover3
Poultry International - September 2019 - Cover4
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