Corporate Express Advances Fresh Produce Traceability Technology with HarvestMark
OMAHA, Neb.—Corporate Express Document & Print Management (CEDPM), a wholly-owned subsidiary of Corporate Express NV, announced an industry milestone with its launch of HarvestMark (www.harvestmark.com), a unique solution powered by YottaMark technology that instantly traces fresh produce via the Web or cell phone from the home or store all the way back to the specific ranch, field and date on which it was picked. This innovative solution proved successful in field trials earlier this year in Northern California.
CEDPM has partnered with YottaMark, a Redwood City, Calif.-based technology company that provides the technology behind HarvestMark, to provide a unit-level, consumer-facing traceability solution for field-packed fresh produce to give consumers confidence in, and information about, the safety of their food. As food safety becomes more important in consumers’ buying decisions, delivery of information such as traceability will become a critical competitive advantage for brands in the market.
Features of HarvestMark include:
• Unit-level traceability – provides timely, accurate and relevant information to consumers querying product using the Web or a cell phone.
• Unique, non-predictable codes – utilize tiny encrypted security marks printed on clamshell labels to uniquely identify products. Non-predictable codes both enhance the integrity of the system, and allow brand owners to use them for marketing campaigns.
• Quality surveys – collect product quality data from end consumers, and correlate aggregated results with harvest and supply chain information, to provide growers and brand owners uniquely valuable insight into their business.
• No IT integration required – a securely hosted, high-available service that requires no database for farmers to set up or maintain. Data integrity, fast implementation, and security are ensured.
• Low-cost solution – uses low-cost printed barcodes, is approximately 100 times less expensive than RFID, and has no impact on picker productivity.
“The need for traceability within the produce industry is vital. If a recall occurs, the priority should be to minimize the exposure for growers, limiting it the impacted growers and not an entire industry,” said Mike Villaneva, program manager production food safety and security, Western Institute for Food Safety & Security.