Feed Strategy - June 2019 - 19

FeedStrategy ❙ 19

to have trust in the food they eat,"
says Marieke de Ruyter de Wildt,
founder of The Fork, a company
that helps agrifood companies
integrate blockchain into their
business. "Do I want to know the
origins of everything in my life?
No, I don't. Do I want to be able to
trust what I eat? Yes, I do."
Safety aside, Jessi Baker,
founder of Provenance, a blockchain platform provider, notes that
digitally savvy consumers also
"want assurance that the things
they're purchasing have not caused
harm to the environment and societies from which they originated."
Beyond transparency,
increasing levels of consumer
awareness and interest may usher
in a new age of food and nutritionrelated blockchain applications.
"The consumer of tomorrow
is definitely different from the
one from today," says De Ruyter
de Wildt, noting that they will
want to know if products meet
their individual nutrition needs at
the micro level.
"Transparency is an intermediary
step in blockchain's evolution within
the food sector, but blockchain's best
application will be its use for personalization," she says. "I want to know
what I am eating because I want to
know if it is a fit for me. Blockchain
is a key enabler to do this, acting as
the data exchange engine."

Blockchain in agriculture
According De Ruyter de Wildt,
95% of the blockchain applications in development are focused
on traceability.
"I don't think [traceability] is
the best use for blockchain, but
that's where people start their
blockchain journey," she says, and
that it is commonly used in the
"lesser corners" of a business.

SAVVY CONSUMERS WANT TO
know more about the origins,
quality and safety of their
food; blockchain can deliver
these insights.
De Ruyter de Wildt feels
blockchain will be most beneficial
in agriculture by streamlining
and expediting financial transactions to benefit farmers and by
limiting the "human aspect," i.e.,
curbing human error and, in some
instances, corruption, in supply
chain touchpoints.
"Blockchain should be used
to automate these payments," she
says. "Not only at collection points,
but really throughout the supply
chain. Liquidity is really an issue
and blockchain can solve that."
Data ownership and related
data-based business models can
be a sensitive topic; however,

4 potential food safety advances powered
by blockchain: www.WATTAgNet.com/
articles/35948
June 2019 ❙ www.WATTAgNet.com

blockchain technology establishes
who owns the data and can allow
participants to "earn on their own
data," De Ruyter de Wildt says.
As an example, she notes the
development of "a new sort of
income" for farmers that allows
them to trade their carbon footprints directly on carbon markets.
Blockchain also has the potential to replace certification systems.

"Blockchain is going to help
us move away from our current
binary food system," De Ruyter
de Wildt says. "We are starting
to buy food based on real-time
information. So, for example, you
don't need certification to tell
you whether it's organic or not
anymore - that's not the question - it's the entire impact of
the product and its lifecycle, that
is important. We'll start to have
much more real reporting on the
impact of food production."

Adoption obstacles
In many ways, blockchain is still
in its infancy, and the adoption of
blockchain technologies into food
and feed production face several
challenges.
1. Investment: While food
companies are interested in the


http://www.WATTAgNet.com/articles/35948 http://www.WATTAgNet.com/articles/35948 http://www.WATTAgNet.com

Feed Strategy - June 2019

Table of Contents for the Digital Edition of Feed Strategy - June 2019

Feed Strategy - June 2019
Contents
In the Mix
Industry Happenings
2019 world feed production trends: growth continues worldwide
What the US poultry industry needs to know about ASF
Blockchain technology has big potential beyond transparency
Digitized dairy: Ag tech sparks changes for feed’s future
Marketing nutrition through local distributors
How to adjust sow feeds for summer heat stress
VIV Turkey to highlight poultry meat, egg safety
Simple concepts at the basis of pig feed formulation
New technology uses data for greater energy efficiency, feed quality
Advertisers’ Index
Feed Strategy - June 2019 - CT1
Feed Strategy - June 2019 - CT2
Feed Strategy - June 2019 - Feed Strategy - June 2019
Feed Strategy - June 2019 - Cover2
Feed Strategy - June 2019 - CT3
Feed Strategy - June 2019 - CT4
Feed Strategy - June 2019 - Contents
Feed Strategy - June 2019 - In the Mix
Feed Strategy - June 2019 - Industry Happenings
Feed Strategy - June 2019 - 2019 world feed production trends: growth continues worldwide
Feed Strategy - June 2019 - 5
Feed Strategy - June 2019 - 6
Feed Strategy - June 2019 - 7
Feed Strategy - June 2019 - 8
Feed Strategy - June 2019 - 9
Feed Strategy - June 2019 - 10
Feed Strategy - June 2019 - 11
Feed Strategy - June 2019 - What the US poultry industry needs to know about ASF
Feed Strategy - June 2019 - 13
Feed Strategy - June 2019 - 14
Feed Strategy - June 2019 - 15
Feed Strategy - June 2019 - 16
Feed Strategy - June 2019 - 17
Feed Strategy - June 2019 - Blockchain technology has big potential beyond transparency
Feed Strategy - June 2019 - 19
Feed Strategy - June 2019 - 20
Feed Strategy - June 2019 - 21
Feed Strategy - June 2019 - Digitized dairy: Ag tech sparks changes for feed’s future
Feed Strategy - June 2019 - 23
Feed Strategy - June 2019 - 24
Feed Strategy - June 2019 - 25
Feed Strategy - June 2019 - Marketing nutrition through local distributors
Feed Strategy - June 2019 - 27
Feed Strategy - June 2019 - How to adjust sow feeds for summer heat stress
Feed Strategy - June 2019 - 29
Feed Strategy - June 2019 - 30
Feed Strategy - June 2019 - VIV Turkey to highlight poultry meat, egg safety
Feed Strategy - June 2019 - Simple concepts at the basis of pig feed formulation
Feed Strategy - June 2019 - 33
Feed Strategy - June 2019 - 34
Feed Strategy - June 2019 - 35
Feed Strategy - June 2019 - New technology uses data for greater energy efficiency, feed quality
Feed Strategy - June 2019 - 37
Feed Strategy - June 2019 - 38
Feed Strategy - June 2019 - 39
Feed Strategy - June 2019 - Advertisers’ Index
Feed Strategy - June 2019 - Cover3
Feed Strategy - June 2019 - Cover4
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