Consumers can follow the route of their orange juice, using blockchain

Dutch supermarket chain Albert Heijn and Refresco have made transparent the supply chain of Albert Heijn’s own brand of ambient orange juice, using blockchain technology to do so. Refresco supplies Albert Heijn with this juice, sourced from Louis Dreyfus Company (LDC)’s juice business. Never before have consumers been able to follow the chain of a product like orange juice in this way. They can see, via a QR code, which route the oranges have traveled up until the juice is in a bottle on the store shelf. With this complete traceability, the next step is taken in transparency for consumers.

Marit van Egmond, Commercial Director Albert Heijn: ‘We supply millions of customers with good food and drink on a daily basis. This brings with it a large responsibility, and we want to actively contribute to current themes in the world around us. We are making our products healthier, are working on reducing food waste and we look at how to reduce our impact on the environment. The importance of transparency in the supply chain continues to increase. We know all the steps in the supply chain of our products, to ensure they are produced with respect for people, animals and the environment. And we want to show these steps to our clients as well, be open and transparent’.

Albert Heijn has long-standing relationships with fixed producers and suppliers for its 11,000 Albert Heijn brand products. In some cases, a production process can be made transparent relatively easily, for example, with fruits and vegetables from the Netherlands. It is more difficult for other products because they have a longer chain or consist of multiple ingredients. By using blockchain, a technology that records every step in the chain, it is possible to show customers how and by whom these products are made.

Albert Heijn and Refresco are using blockchain for the first time with AH’s ambient orange juice. The data from the steps in the production chain is linked and made transparent. The blockchain was developed in cooperation with Supply Chain Information Management (SIM), an expert in visualizing and providing continuous insight into chains via research and databases.

Juicy details
Via a QR code on the packaging, customers can follow the entire route that their orange juice has traveled before it ended up in their shopping basket. It starts in Brazil at the orange groves managed by LDC Juice, where the fruit is harvested. Among other things, the quality standards that LDC Juice has for food safety and sustainability are recorded there. The blockchain also contains information about the oranges themselves, including the harvest date range and degree of sweetness. Consumers can see these details in the chain and even send a compliment to the growers with the “Like2Farmer” functionality.

Maarten Kusters, Managing Director Refresco Benelux: ‘This is a unique way of bringing together the grower, processor, bottler, retailer and consumer and making the entire process of fruit juice production traceable and transparent. We are pleased that we can make a contribution in this way as Albert Heijn’s partner. Being the world’s largest independent producer of juices and soft drinks, Refresco is committed to a sustainable fruit juice sector. We aim for 100 % sustainably-sourced juice by 2030 in fruit juice products of our clients. In support of this ambition, we co-founded the Sustainable Juice Covenant last year, alongside other leading industry players.’

Murilo Parada, Head of LDC’s Juice Platform: ‘This project has been a great opportunity for LDC Juice to highlight the various steps in the juice journey in a transparent way. Seeing the details, from grove to bottle, helps consumers understand LDC’s sustainable juice value chain. LDC completed the first agricultural commodity trade through blockchain in January 2018 and is convinced that there are tremendous opportunities by using the technology as an enabler of digital transformation.’

The technology facilitates greater brands transparency and consumer interaction

In a first for the beverage industry, Crown Bevcan Europe & Middle East, a business unit of Crown Holdings is launching its CrownConnect^™ technology in conjunction with FACT – an all-natural sparkling drink. Each can will be marked with a 2D unique scannable code, making FACT beverage cans the first ever to be produced with a unique digital identity.

To this end, Crown has partnered with tech-savvy entrepreneur Olly Bolton, to launch Almond, a blockchain platform that allows consumers to scan a unique hidden product code and rewards them by unlocking tokens that are redeemable for cash. The platform, launched in June of this year, will also unlock details of FACT Water’s story, giving unprecedented access to supply chain information and building deeper, trusting relationships with consumers that will ultimately foster brand loyalty.

Crown’s involvement in the project is very much as an enabler of the technology. As well as producing the physical beverage can for FACT Water, on which Almond will be launched, its CrownConnect^™ technology provides the 2D codes beneath the tab of the beverage can that facilitate the engagement between consumer (via a scanning application) and brand. The platform, developed in partnership with IoT company EVRYTHNG then comes into effect, intuitively generating rewards and offers based on previous purchases and offering discounts and rewards to users based on their habits and the products they buy.

“The Internet of Things, and specifically blockchain technologies, will continue to drive the way brands interact with consumers and Almond is a very exciting step into this area for the beverage industry”, commented Matt Twiss, Marketing and Business Development Director at Crown. “From a brand’s perspective, the value lies in the ability to capture valuable data about when and where customers consume their products. CrownConnect^™ technology has been designed specifically to facilitate this level of interaction between brand and consumer. The company is proud to be working with innovators such as Olly Bolton and EVRYTHNG to make beverage packaging more interactive and value-added than ever.”

Olly Bolton, Founder of Almond added: “The Almond app will allow users to interact with brands in a new completely way, directly reaping the rewards of their use of the app and pledging their allegiance to brands based on the way they approach transparency and their supply chain. Almond establishes a new type of relationship between brands and consumers: one that is symbiotic and mutually beneficial, giving consumers control and autonomy over the type of brands they buy, while also rewarding their loyalty.”

Almond-enabled cans of FACT Water will be available to buy in the U.K. and selected European countries from the end of June.