Expanding intelligence beyond the label with the power of blockchain
lmost half (48%) of consumers feel they don’t know enough about a product despite reading the label, according to “What’s in a label? Blockchain and the future of food and drink packaging”, a recent article on M_use, Avery Dennison’s digital inspiration platform for label and packaging design.
The article by renowned futures consultancy, The Future Laboratory, considers a recent food allergy scandal, in which one person died and another “is alleged to have died because of allergic reactions to ingredients, leading a coroner to describe the company’s labelling as ‘inadequate’.”
Blockchain for increased consumer trust and transparency
Increasingly, brands are partnering with software companies in using the power of blockchain to empower consumers with information beyond the label.
Blockchain is “an open, distributed ledger used to securely and permanently record transactions between two parties,” says Max Winograd, global director of ventures and open innovation of Avery Dennison.
The system is secure because it allows information to be shared, but not copied or altered, giving blockchain the ability to offer transparency and immutability of data that makes it ideal for product authentication, supply chain traceability, and more detailed product information, Winograd says.
To access the blockchain, intelligent labeling solutions -- such as RFID and QR codes -- are one way label designers are connecting consumers from the package to the data stored on the blockchain in order to provide insight into a product’s journey.
Authenticated provenance for wine
Case in point, in a partnership with Everledger, a global leader in the application of blockchain technology, Avery Dennison recently introduced authenticated provenance tracking on blockchain to the wine industry.