A group of Arkansas livestock farmers known as the Grass Roots Farmers’ Cooperative, supported by Heifer USA, is using blockchain technology to trace meat through the supply chain to provide consumers information about the source of their food.
Shoppers and diners will be able to scan QR codes on Grass Roots products to see where the meat came from and how the animals were raised. The “digital history” of the meat will also include stories about the people — from farmer to butcher — who participated in creating the final product.
Meeting a Consumer Need
“Americans have an increasing interest in better understanding what they’re eating,” said Cody Hopkins, Grass Roots general manager and founding member. “According to the 2016 Label Insight Study, 83 percent of consumers want more information about what’s in their food, and I totally believe it.”
Consumer irritation with product labels is at an all-time high, Grass Roots noted on its website. The Label Insights study found that 75% of the people they polled do not trust the accuracy of food labels.
Food Labels Confuse Consumers
Grass Roots noted on its website that food labels are confusing consumers since USDA regulations, that producers are required to follow, are not black and white. Third party certifications like USDA Organic, Non-GMO Project and Animal Welfare Approved authenticate certain standards, but there is no one certification that addresses every consumer’s needs.
Grass Roots provides information about its farms, its animals and its processor, making it easier for consumers to determine if the product meets their needs.
The Grass Roots website allows consumers to build a Grass Roots “meat box” by selecting their favorite GMO-free, antibiotic-free and growth-hormone-free meats. The cooperative then automatically ships the customer’s box to them every 30 days.
Subscribers have the flexibility to edit their recurring order on the website.