New age product labelling which uses blockchain technology to demonstrate the traceability of Australian beef has gone on show at Beef Australia 2021.
The project, named KPMG Origins - Trusted Beef Traceability, aims to deliver $115m in additional sales by 2025.
It is the result of a collaboration between southern NSW meat processor and exporter, Argyle Foods Group, Meat & Livestock Australia and business services giant KPMG, and targets significant export markets across South East Asia, with a focus on China.
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.
It provides 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.
It is available now for Australian beef companies to subscribe to the service.
Lachlan Graham, the co-chief executive officer of the Nowra-based Argyle Foods Group, said the project had been three-year journey, to understand 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 per cent," he said.
"This has provided Argyle increased available working capital to significantly expand our exports."
MLA research, development and adoption general manager Michael Crowley said technology such as this serves a 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," he 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.
"MLA is able to share its significant market data and insights with supply chain partners such as Argyle Foods Group to support prototyping of new and exciting products in key markets and help build a greater understanding of customers and deliver against their expectations."
Head of Blockchain Services Asia Pacific at KPMG in Australia Laszlo Peter said the KPMG Origins mission was to provide an intuitive data trust platform that will reshape industries with exceptional visibility and control of supply chains.
"We achieve this by utilising and integrating with existing cattle and beef data solutions such as the ISC National Livestock Identification System (NLIS), livestock management, processor, logistics and IoT data trackers," Mr Peter said.
"This data is then permissioned by the product owner as to who in their value chain should have visibility of this data relating to their products.
"The standardised nature of the KPMG Origins platform enables all supply chain participants the ability to communicate in a common data language throughout the value chain."
KPMG Origins partners are currently working with a number of beef customers and MLA to further enhance the value of the solution for the Australian red meat industry.
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