P.PSH.1380 - TRT NFC label traceability platform through processing to end customer
A 2019, a report from PWC estimated that every second kilo of exported meat is inappropriately labelled as Australian.
| Project start date: | 04 April 2022 |
| Project end date: | 31 July 2024 |
| Publication date: | 15 April 2024 |
| Project status: | Terminated |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb, Grass-fed Beef |
| Relevant regions: | National, International |
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Summary
This project will trial The Real Thing’s encrypted Near Field Communication (NFC) 'tap' and QR labels (smart label), and Cloud Platform. It seeks to establish an R&D lab to demonstrate and refine the NFC label technology, before commencing up to six separate trials with major retailers, exporters and producers. Commercial partners such as Coles Food Service, Harmony, and Macka’s meats have all committed to be a part of this trial.
Objectives
1. Demonstrate benefits for participants by implementing best authenticity practices with standard operating procedures, a) measuring increases in market prices due to the Certified Australian™ mark, and b) eliminating any possibility of food fraud, shelf-life expiry, and brand commoditisation for our participating exporters by stopping revenue leakage by fake products.
2. Educate customers and consumers on how they can verify Australian meat authenticity, shelf-life and communications; recording the interaction and refining how this is communicated to the customer.
3. Confirm if these technologies lead to better efficiency, namely by ascertaining if by providing participants complete transparency for on-processing with our packaging cloud and partner's smart goggle technology, leads to better outcomes.
4. Give brands owners the power to market and capture customer insights with tap-technology. Figure out how consumer then respond to the brand story and the effectiveness, benefits, and potential for pitfalls for brand owners’ insight.
5. Advance the role technology plays in shielding producers from risks arising from biosecurity, food safety and market access. Report on the positives and negatives seen in our field tests to support technology adoption or future R&D advancements.
Key findings
The work undertaken (M1 & M2) were deemed to be of no credible findings due to the limited knowledge of device and technology and limitations on trial program. Company did not have credible resourcing or funds allocated to delivery successful outcomes.
Benefits to industry
By using a unique code, it can assure product authenticity, inform temperature/shelf-life history and provide marketing communications from ‘farm-to-plate’ to consumers. PWC estimated fraud cost industry $40b globally and subpar temp control is costing the Australian industry $60m. Labels cost $0.25, and predicted to reduce as volume increases; this is a small investment. Additionally, outcomes include customer/end user survey on willingness to pay, amount of fraud experienced by participants, and any other benefits experienced by the supply chain.
MLA action
Due diligence is required to be performed on start-up enterprises to ensure funding is available to be allocated to appropriate resourcing.
Future research
There will be no further research in this area.
More information
| Project manager: | Alicia Waddington |
| Contact email: | reports@mla.com.au |
| Primary researcher: | THE REAL THING AUTHENTICATION PTY LTD |
