confidential © 2010 yottamark, inc. transparency: the future of food presented by: jonathan hawes...
TRANSCRIPT
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CONFIDENTIAL © 2010 YottaMark, Inc.CONFIDENTIAL © 2010 YottaMark, Inc.
Transparency: the future of food
Presented by:Jonathan HawesDirector, Business [email protected] August 2010CSSI: Environmental Science & Resource Management
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CONFIDENTIAL © 2010 YottaMark, Inc.
What is Traceability?
Where was I grown? Am I safe? Am I authentic or recalled?
A whole new way of thinking about the information associated with products
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CONFIDENTIAL © 2010 YottaMark, Inc.
A bit of experience
• Trusted leader in food traceability – founded 2004
• Over 1.4 billion items traced, 150+ grower/shippers currently using HarvestMark
• Infrastructure in place• Customer awareness and
preference strong and growing
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CONFIDENTIAL © 2010 YottaMark, Inc.
Traceability is happening now….
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CONFIDENTIAL © 2010 YottaMark, Inc.
No Seafood Deployments…. Yet
HarvestMarkData Center
Associate Itemsto Cases (Optional)
Capture Harvest Data
In-storeKiosk
At Home
On Mobile Phones
Trace Responses
(Customizable, Permission
Based)
HarvestMark Codes Labels(Or Print on Packaging)
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CONFIDENTIAL © 2010 YottaMark, Inc.
To commercially deploy traceability…
• Understanding the producer’s workflow
• Delivering meaningful information
• Providing 24/7 access to the information
• Running an industrial strength data service
… benefits retailers and their suppliers.
There are four key elements that define success
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CONFIDENTIAL © 2010 YottaMark, Inc.
How does it work?
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CONFIDENTIAL © 2010 YottaMark, Inc.
028348569102DC01
The Trace Experience
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CONFIDENTIAL © 2010 YottaMark, Inc. Copyright © YottaMark, Inc. 2010
• Food safety status• Product variety• Origin• Farm/ranch name• Maps• Distance to market• Harvest date• Lot number• Organic certificate• Solicit feedback• Twitter about this
watermelon• Gallery of farm,
harvest, photos, audio, video• Interesting, authentic
narrative on growing practices, region, sustainability, etc.• Nutritional information• Fun facts for kids• Coupons• Regional, seasonal and
family recipes
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CONFIDENTIAL © 2010 YottaMark, Inc.
• Food safety status• Product variety• Origin• Farm/ranch name• Distance to market• Harvest date• Pack date• Pack location• Lot number• Organic certificate• Rate quality• Pull time/temperature
data• Visualize data on a map• Instantly access
printable shelf/POS information – farmer profile, region information, recipes, preparation ideas
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CONFIDENTIAL © 2010 YottaMark, Inc.
Source: YottaMark survey of 2,700 households 2007
83% Yes
17% No“All things being equal, would you select traceable produce preferentially?”
Consumers care!
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CONFIDENTIAL © 2010 YottaMark, Inc.
Summary Points
• Information Communication System– Safety, logistics, certifications– Customer/consumer marketing
• Broad adoption: Producer -> Consumer
• Adaptable to workflows
• HarvestMark communicates what YOU choose to communicate
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CONFIDENTIAL © 2010 YottaMark, Inc.
THANK YOU!
Questions?
Jonathan HawesDirector, Business Development
HarvestMark+1 503 825 1866