Food Quality Magazine
agents legally but covertly conduct
fraud intelligence investigations that
put suppliers’ equipment, staff, and
methods under a demanding lens.
He feels that developments like
Authenticateit are the key to fighting
back against food fraud.
“Authenticateit is a fantastic tool,” he
says. “It’s the first tool out there that
provides information that everyday
customers can use to inform themselves about what’s in their food.”
So what is Authenticateit?
Authenticateit includes a free
Smartphone App for consumers
with a track and trace solution and
the ability to enhance food chain
transparency and digital chain of
custody. It gives consumers access to
product safety information, authenticity checks and other useful product
information, such as certifications,
nutritional content, allergens, traceability and, where relevant, recall
information.
The solution was developed by
Authenticateit Pty. Ltd., an Australian company staffed by a team of
experts in intellectual property, trademark protection, retail, e-com-
Image credit: Authenticateit Pty. Ltd.
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ISSUE 04 | OCTOBER 2015
merce, logistics and IT. The company,
under the stewardship of company
CEO Gennady Volchek, is determined
to give brand owners a new tool for
protecting their branded products,
defend against counterfeiting and
provide their consumers with endto-end transparency.
Mr. Volchek shares GFSR’s mission of
enhancing food safety in an increasingly complex global supply chain.
“We are actively seeking opportunities to partner with organizations
that are as determined as we are
to advance the cause of consumer
safety and reliability,” he says. “Our
partnership with GFSR brings us a
valuable connection to the people
who are on the frontlines of food
safety around the world and we
appreciate the chance to further extend our solution to a very salient
global issue.”
This attitude is in complete alignment with Mitchell Weinberg’s vision
for humanity.
“The reason I got excited about
Authenticateit initially was that it is
something tangible that consumers
can use to protect themselves,” he
notes. “I am passionate about food
safety and consumer health and the
buck has to stop with businesses.
This is a solution that they can use
to increase transparency and ensure the foods people are eating are
nutritious.
“The number one risk to public food
safety in the world today is that everybody is eating and therefore everybody is potentially at risk,” he says.
Easy to use
The Authenticateit solution operates in full compliance with industry
standards, adopting the GS1 global
supply chain standards. And it is
easy to use: consumers simply scan
the approved product’s barcode
to get complete access to consumer-related information. The source
company can choose to use the App
to engage, from a marketing perspective, with consumers as well. It’s
a unique, cost effective and robust
option for addressing counterfeiting,
providing recall alerts and nutritional
information, saving time and ensuring consumers are protected from
potentially unsafe and counterfeit
products.