Why as a consumer we must know about food traceability?

The Indian terrain and climate, though varying across the subcontinent, are known to support the cultivation of various fruits and vegetables. Due to such high production capacity, India ranks second in the world for its agricultural produce. As per a recent report published by the National Horticulture Board, the nation witnessed a bumper harvest of fruits and vegetables amounting to 90.2 million metric tonnes and 169.1 million metric tonnes, respectively. Further, due to its wide-spread production base in the year 2019-2020, the country exported fruits and vegetables worth Rs 9,182.88 crores. These are just a few indicators, which showcase that the Indian food culture stands tall on the ideas of fresh and locally produced commodities.

However, the journey of items grown on the farm to the consumer’s plate is not simple. It entails multiple as well as complex steps and procedures before the commodities finally reach their final destination.

With growing consumer awareness and the addition of numerous channels across the supply chain, food traceability has emerged as a top priority. It is visible from the Consumer Food Value Equation survey conducted by Deloitte, which states that 62 percent of buyers focus on transparency coupled with other wellness-oriented parameters while making their purchase decision.