The Dutch Food Retail Association(CBL) is one of the initiators of Fresh Upstream. Director Marc Jansen explains why his organization has taken this step. “Transparency has become a hygienefactor; it is no longer a nice to have for consumers, they just expect it to be there. And if that’s not the case, this will result in distrust . That makes Fresh Upstream’s mission a very relevant one. ”

“Compared to twenty years ago, consumers want more insight into the origin of their food. They even demand this kind of transparency. Moreover, this information must be available à la minute. Reason for me to become a member of the core board of Fresh Upstream, an initiative that revolves around stimulating and supporting data exchange within the international fresh chain,”  says Bert Urlings, Corporate Director Quality Assurance of the Vion Food Group.