International buyers of Australian beef are increasingly requesting additional information to further validate the claims being made about a product, the methods under which it has been processed and its provenance.
Innovative product labelling that uses blockchain technology to demonstrate the traceability of Australian beef will be on show at Beef Australia 2021.
The project, KPMG Origins – Trusted Beef Traceability, aims to deliver $115m in additional sales by 2025, and is the result of a collaboration between Argyle Foods Group, Meat & Livestock Australia (MLA) and KPMG, and targets significant export markets across South East Asia, with a focus on China.
KPMG Origins is a blockchain based traceability platform, including information from across the beef supply chain, that has enabled Argyle Foods Group to have the ability to provide international beef retailers comprehensive information on the paddock to plate story of individual packs of beef.
That information, which can be used to validate product claims and underpin the premium quality status for beef from Australia, can be easily accessed by scanning a code on the product’s label, and includes details such as information about the breeding property, the conditions under which the cattle were raised, the processing practices, certifications, Internet of Things (IoT) temperature tracking and full-life traceability journey of the beef products.
International buyers of Australian beef are increasingly requesting additional information to further validate the claims being made about a product, the methods under which it has been processed and its provenance – KPMG Origins enables this to occur in an automated and seamless manner to ensure the provision of this additional digital information does not become an administrative burden.
Lachlan Graham, co-CEO of Argyle Foods Group, said: “this has been a 3 year journey, understanding the various Asian markets and consumers.
“Addressing one of our key market access challenges, we’ve worked closely with our retailers and MLA to develop a unique ‘snap frozen’ product and supply chain that has reduced our costs by 80%.
“This has provided Argyle increased available working capital to significantly expand our exports.”
MLA General Manager, Research, Development and Adoption, Michael Crowley said technology such as this serves number of important purposes.
“We are seeing an increasing global demand for high quality protein and a growing middle-class affluence in key export regions in Asia,” Mr Crowley said.
“With this comes a heightened interest in food provenance and it’s therefore more important than ever that Australia is on the front-foot to allow our beef industry to share its story and utilise new and emerging technologies to do so.
“This technology also allows us to address some of the obstacles that will support sustainable access into key international markets like China dealing with issues such as clearance documentation or shelf-life requirements.