online seminar on blockchain in the food sector · 5. governments role: increased clarity on...

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Online seminar on blockchain in the food sector

Jensen, Henning Høgh; Katsikouli, Panagiota; Harrison , Magnus ; Boserup Lauritsen , Anders ; Nielsen-Elgaard, Helle; Nørgaard Viemose, Jesper ; Høgenhaven, Casper; Boelskifte, Marianne

Publication date:2020

Document VersionPublisher's PDF, also known as Version of record

Link back to DTU Orbit

Citation (APA):Jensen, H. H. (Author), Katsikouli, P. (Author), Harrison , M. (Author), Boserup Lauritsen , A. (Author), Nielsen-Elgaard, H. (Author), Nørgaard Viemose, J. (Author), Høgenhaven, C. (Author), & Boelskifte, M. (Author).(2020). Online seminar on blockchain in the food sector. Sound/Visual production (digital), DTUFødevareinstituttet.

Online seminar on blockchain in the food sector25. May 2020 from 13.00 – 15.00

Online meeting – rules of the game

Everyone will be muted - but the speaker

Questions and comments in chat – facilitators will pick them up

The meeting will be recorded and made available later

Presentations and reports available afterwards …

And our contact details – will love to get inputs and contact

Why

- Credibility and branding

- Competitiveness

- Traceability and authenticity

- Transparency

- Fraud

- Food safety

- Documentation, including certificates,

import/exports, etc.

And how to work with these challenges …

The Danish food

sector

Exports

DKK 166 Billion

annually

WhomWhat

HOW – in the Danish Food Sector

Initially our questions were:

1. - Can blockchain solve the mentioned challenges?

2. Can blockchain create value to Danish SMEs

• What values• What challenges• What type of companies

3. Should the Danish food sector prepare for blockchain systems?

Companies

>100 SME Food companies- Across Denmark- Different value chains, mostly up-market- Across markets (local, regional, global ..)- Different ownership forms- Different positions in value chains

Blockchain

GRØNT

DRIKKE

FISK

KØD

Presentations

Twisted Leaf

• Worlds 1st coffee leaf beverage company

• New superfood and natural biproduct

• Commercial launch August 2020

• A series of alcoholic and alcohol-free products

Parts in the valuechain

Coffee leaves and other ingredients

Transport Producer Distribution Customers End consumer

Products and actors

Farmers CooperativesNGO Partners

NTGLocal transport

Twisted Leaf DRINXTwisted Leaf

On & off-trade market.

Restaurants, bars and cafés Retail: Irma, Illum, MenyStudenterbolaget

Target group -women 20-35

guests at restaurants, bars, cafés and retail consumers

Data • Origin• Price• Payment• Production time

and date• Weight• Certificates

• Time of transport• Transport points• Temperature • weights

• Quality• Cetificates• Production time• Temperature• Volume• Experiration date

• Storge duration• Temperature• Volume• Transport points

• Sales data• Demand• Quality

• Price• Sales• Branding/video/

storytelling• Engagement

Supply and value chain of Twisted LeafEverything is new

Proof of concept learning from the frontrunners in San Francisco

• Being the first – also means building the first of its kind supply chain around coffee leaves• Exporting/importing demands new certificates and licences and practices

• Verify toxicology and biological components in order to secure an EU Novel Food approval

• Ensuring traceability of our coffee leaves down to each farmer

• Being the first – also means building the first of its kind value chain around coffee leaves• Ensuring and verifying direct payments to the farmers – in order to avoid corruption

• Verify coffee leaves as a superfood – in order to full fill Twisted Leaf’s pledge to the end consumer

• Enable brand ambassadors to communicate Twisted Leaf’s value proposition to other consumers

• Enable tokenization and other loyalty programs

The trip to San Francisco proved to us that both supply and value chain can be implemented through blockchain.

BlockchainThe new verified communication tool

• Static information – traditional way of informing consumers • Information relating to when, where, what

”This can of twisted leaf contains XX amounts of coffee leaves from XX farmer. The coffee leaves were hand-picked on XX date, shipped XX date, bottled on xx date”

• Dynamic information – a trusted way of communicating with consumers• Information set to engage: From farmer to table. Typical concerning information relating to how

and why

”Drink with a good conscience: Twisted Leaf is the worlds 1st coffee leaf beverage company. Our products empowers smallholder farmers by turning their biproduct into a new crop and revenue stream – changing livelihoods of rural families in XX. By purchasing this can you have empowered XX farmer. Click here to meet Charles. Click here to tip Charles. We value your input. Share this..“Throughout your consumption of Twisted Leaf you have empowered XX of farmers. Would you like to tip your farmer? You have now reached 100 cans – as a token of our gratitude you can now choose whether to …. “

Challenges and opportunities for up-market food SME’sConclusions from a one year pilot project

The pilotproject is based on different stepstones

Research

SoundingBoard

Business cases

Student involvement

Desk

research

Knowledge from US

The team

Konsulenter:

WeScale/

Efiko/

Hoegenhaven

Challenges for SMEs in the food industry

• Lack of digitization in the Danish SMEs in the food sector

• Lack of focus on new documentation systems from the Danish retail industry

• In Denmark, there is no concrete offer for usable and accessible blockchain platforms

• Tough competition from international markets

• Our very trust-based culture

• An industry with many small businesses and few big ones

• A very complex industry with responsibility and competence distributed among many players

• Lack of or limited competences in introducing and implementing blockchain technology in the food industry

Opportunitiesfor food SME’swith blockchain

1 Increases confidence in the product

2 Becoming an opportunity for increased optimization through digitalisation

3 Make it easier to find causes of errors

4 More accurate information about commodities' travel throughout the value chain

5 Can make government control more efficient - and cheaper

6 Increases the growth potential in international markets, where requirements for suppliers' use of blockchain are increasing.

7 Opportunities for gains through decentralization

Case Centralrøgeriet

• Founded: 1967

• Number of employees: 16

• Location: Køge

• Market: B2B

Centralrøgeriet is a family owned company that produces some of the world's best smoked fish - especially cold smoked salmon. The customers are high end hotels and restaurants, where both NOMA and several Michelin restaurants in Tokyo and Paris are among the buyers of fish from the smokehouse in Køge.

The need for blockchain solutions in the food sector is growing

Blockchain technology provides the most value when combining different technologies and competencies

Implementation of blockchain is a challenge

Knowledge and education must be prioritised

New public-private partnerships will both strengthen and accelerate implementation in the Danish food sector

Summary of conclusions (Go Do´s)

Be open towards new international markets

Think a mix of technologies that work together

Be open to digitalization, just remember to focuson why and how

Get new kompetencies

Public-private partnerships make it to work

Reflections

1. Technology: Development across technologies to unleash the potential / tech-merging

2. Cooperation: SMEs and the larger Danish food companies will benefit in “branding”

3. Value in the chain: Commercialization opportunities in blockchain technology must be clarified

4. Jack of all trades: Its Food technology, computer science, marketing and branding, B2B contracts, book keeping,

import/export, food safety, resource optimization, story telling to consumer, selected data sharing, and so forth ..

5. Governments role: Increased clarity on regulatory requirements for businesses (safety, data, origin, climate, .. )

6. Digitalization: Collaboration on digitization between SMEs and knowledge institutions

7. International: A prerequisite for competing on international markets in (very)near future.

For more information

Google: Bottom-up blockchain value chains in the food sector

https://orbit.dtu.dk/en/projects/bottom-up-blockchain-valuechains-in-the-food-sector

Thanks for support to