Poultry International - September 2019 - 25

PoultryInternational ❙ 25

companies integrate blockchain into their business. "Do I want to know the origins of everything
in my life? No, I don't. Do I want to be able to trust
what I eat? Yes, I do."
Safety aside, Jessi Baker, founder of Provenance, a
blockchain platform provider, notes that digitally savvy
consumers also "want assurance that the things they're
purchasing have not caused harm to the environment
and societies from which they originated."
Beyond transparency, increasing levels of consumer
awareness and interest may usher in a new age of
food and nutrition-related blockchain
applications.
"The consumer of tomorrow is
definitely different from the one from
today," says De Ruyter de Wildt,
noting that they will want to know if
products meet their individual nutrition needs at the micro level.
"Transparency is an intermediary
step in blockchain's evolution within the food sector, but
blockchain's best application will be its use for personalization," she says. "I want to know what I am eating because
I want to know if it is a fit for me. Blockchain is a key
enabler to do this, acting as the data exchange engine."

error and, in some instances, corruption, in supply
chain touchpoints.
"Blockchain should be used to automate these
payments," she says. "Not only at collection points, but
really throughout the supply chain. Liquidity is really an
issue and blockchain can solve that."
Data ownership and related data-based business
models can be a sensitive topic; however, blockchain
technology establishes who owns the data and can
allow participants to "earn on their own data," De
Ruyter de Wildt says.

SAVVY CONSUMERS WANT
TO know more about the
origins, quality and safety
of their food; blockchain can
deliver these insights.

Blockchain in agriculture
According to De Ruyter de Wildt, 95% of the blockchain applications in development are focused on
traceability.
"I don't think [traceability] is the best use for
blockchain, but that's where people start their blockchain journey," she says, and that it is commonly used
in the "lesser corners" of a business.
De Ruyter de Wildt feels blockchain will be most
beneficial in agriculture by streamlining and expediting financial transactions to benefit farmers and
by limiting the "human aspect," i.e., curbing human

As an example, she notes the development of "a new
sort of income" for farmers that allows them to trade
their carbon footprints directly on carbon markets.
Blockchain also has the potential to replace certification systems.
"Blockchain is going to help us move away from
our current binary food system," De Ruyter de Wildt
says. "We are starting to buy food based on real-time
information. So, for example, you don't need certification to tell you whether it's organic or not anymore -
that's not the question - it's the entire impact of the
product and its lifecycle that is important. We'll start
to have much more real reporting on the impact of
food production."

Adoption obstacles

In many ways, blockchain is still in its infancy, and the
adoption of blockchain technologies into food and feed
production face several challenges.
1. Investment: While food compa4 potential food safety advances powered
nies are interested in the technology,
by blockchain: www.WATTAgNet.com/
they want to know what their return
articles/35948
on investment will be; however, a

September 2019 ❙ www.WATTAgNet.com


http://www.WATTAgNet.com/articles/35948 http://www.WATTAgNet.com/articles/35948 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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