We recently wrote a post regarding the new traceability tool for consumers that Fresh Express (a Chiquita company) launched earlier in the spring. With one of the first consumer-targeted tools in the produce channel, Fresh Express clearly took an early lead in B-to-C traceability positioning.
Traceability tools have received renewed interest for their B-to-B applications as well. While usually associated with product recalls, traceability tools can also have an important role in positioning a food ingredient marketer with customers and buyers. Jim Prevor’s Perishable Pundit recently reported on Freshway Foods’ traceability tools in an article titled “Freshway’s Traceability System Worked Like a Charm: FDA And Buyers Don’t Care.”
Jim’s article provides some interesting insights into the difficulties food ingredient marketers face in establishing and maintaining clear positioning with their customers.