Data management optimization in the fresh supply chain

Fresh Upstream Foundation

The Fresh Upstream Foundation is a collaboration platform of the Dutch Food Industry Federation (FNLI), Fresh Produce Centre, Frug I Com, the Dutch Agriculture and Horticulture Organisation (LTO Nederland), the Dutch Food Retail Association (CBL) and GS1 Netherlands.

The aim of this collaboration is to strengthen the use and development of information standards in the fresh chain. The platform uses international standards from both retail and government in an integrated approach.

The opinion of ..

Kringlooplandbouw of biodiversiteit aanjagen? Meten en weten in de keten!

Thijs Cuijpers, directeur beleid van LTO Nederland en bestuurslid stichting Fresh Upstream

Om de agrifoodketen verder te verduurzamen is het digitaal delen van data noodzakelijk. Willen we minder uitstoot, meer biodiversiteit en meer gesloten kringlopen? Dan moeten we meten en weten in de keten: over wie, wat, waar en hoeveel praten we? Met eenduidige informatiestandaarden worden data inzichtelijk en kunnen efficiënte technologieën in agrifood worden toegepast. Zonder uitwisselbare informatie is de innovatieve boer of tuinder nergens. De stichting Fresh Upstream werkt aan één uniforme, digitale ketentaal in de internationale versketen. 



Consumers value product information
Content Manager
/ Categories: Nieuws

Consumers value product information

Consumers value information about the company where the pigs are kept when buying pork, and are willing to pay extra for information about this. This is shown by research by Wageningen Economic Research among consumers in the Netherlands, Germany and the United Kingdom.

More than half of Dutch consumers choose products with origin information and an additional price. This has been investigated for minced meat, rib chop and pork tenderloin. This may cost around 13 cents per kilo, which is roughly equivalent to the costs of guaranteeing the origin to individual companies. Consumers especially find information about well-being and health important. Information about origin and environment score lower. Consumers are less interested in transport or slaughter.

At place of purchase
The origin information can best be communicated on the product or at the place of purchase. Working with a QR code or an app scores low. Few consumers take the trouble to search for information via the website mentioned above, but appreciate the possibility. For the consumer, the store image and a logo on the packaging increase the willingness to pay extra.

Working on image
The pork chain wants to work towards a positive image and trust with the consumer by working responsibly and carefully, by guaranteeing the working method and informing consumers pro-actively. This is in line with a large part of the consumers who think it should simply be well organized. The parties to the chain find direct contacts between consumers and the pig farmers on open days and, in view, the best way to transfer information about the ups and downs on pig farms and in the chain. The disadvantage is that the number of consumers that are reached is limited.

Chain parties also recognize the potential disadvantages of greater transparency, for example that individual entrepreneurs can become the target of action groups.

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Standardisation & Business

Philip den Ouden, chairman Fresh Upstream: "There are many useful information standards in the supply chain, but their use is very fragmented. Together with stakeholders from the fresh supply chains, we tackle the fragmentation and accelerate the broad application of standards in order to efficiently and effectively meet the demand for data across the entire product chain. We are very pleased with the support of many stakeholders and in particular the cooperation with GS1 Netherlands. "