At a time when the consumer is more concerned than ever about the origin and treatment of the food it acquires, the well-known brand of oils, Maestros de Hojiblanca have opted for an innovative system to respond to this challenge. Thus, Deoleo, the brand’s parent company, yesterday presented the initiative launched to protect traceability and publicize the journey of its oils.
through technology blockchain IBM Food Trust, Deoleo has put a QR code in some of its oil bottles, becoming the first consumer company to report so rigorously on the traceability of your products. In addition, consumers will see the specific information on each bottle of oil, which may differ in origin or the type of olives used, among other variables.
In this way, the data is dumped and structured in an application, developed by IBM, to reinforce Dedoleo’s strategy by customer center. In addition, we must not forget the company’s commitment to quality, transparency and sustainability. The bottles that will have this information are those of extra virgin olive, from the range «Ode to our land», blends number 5, 6 and 7.
The QR code on the bottles contains very interesting information that consumers do not know about the EVOO they have purchased. They will discover its origins, the varieties of certification processtion of quality, the flavors and the origin of sustainable production of the Masters of Hojiblanca oil.
According to Rafael Perez de ToroCEO of Quality by Deoleo: “With this initiative we want to take another step in the relationship with our consumers to improve their experience with the brand and the interaction with the product. In addition, it meets one of the objectives of our 2030 sustainability strategy: improve the quality standards of our olive oil throughout the value chain”.
Blockchain-based IBM FoodTrust
IBM launched in 2018 IBM FoodTrust, the network that connects producers, suppliers, manufacturers and retailers through a permanent and shared registry. Cwith permissions of all the data of the food system that manages, precisely, to give Visibility at every step of the food supply chainwith multiple benefits for all the actors involved. Some of these benefits are improved security food, the reduction of fraud or the optimization of more sustainable practices throughout of the production chain, which, ultimately, generates greater confidence of the consumer in the product he buys and the company that produces it.
Xavier Roncero, director of SW Sustainability IBM Spain, Portugal, Greece and Israel, ensures that “at IBM we are aware of the great challenges and opportunities that before him today the agri-food sector to satisfy consumer demands in terms of sustainability, quality and traceability of the products they consume. People he wants to know, quite rightly, where the ingredients he consumes come from and exists an unprecedented demand for a sumismarter and safer food supply. IBM Food Trust makes it possible and we feel very proud to be part of this ambitious Deoleo project that will allow its consumers to know, in detail and in an rigorous, all the informationand their products. From the olive tree to the table”.
The journey of the oil, from the olive tree to your table, is already available in the Spanish market through of the three varieties of EVOO from Maestros de Hojiblanca mentioned above. Plus forward, they will be incorporated others products of the brand and of other firms and markets of Deoleo.
