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Uncle Ben's using augmented reality to reveal rice supply chain

Signal of change / Uncle Ben's using augmented reality to reveal rice supply chain

By Shola Powell / 20 Apr 2018

Uncle Ben's Rice has partnered with the Blippar app to allow customers in France to scan their packet of basmati rice and learn about its supply chain journey, as well as the sustainability commitments made by the farmers who grew it. Blippar's augmented reality technology and Transparency-One's real-time supply chain data power the smart packaging, while the supplier certification data is collected and verified by SGS.

So what?

As rice is one of the most consumed foods in the world, and Mars-owned company Uncle Ben's is one of the leading marketers, providing end-to-end supply chain transparency is a big step in ensuring a sustainable rice supply chain for the corporation. Making supply chains traceable and accessible to users is becoming a priority for more food manufacturers and businesses and is a method of proving their commitment to sustainability.

Will AR traceability applications be expanded beyond Uncle Ben's rice products, and even become standard in the food industry? 

What benefits could this deliver to producers? Should we look to AR as a means to accelerate sustainability, legality, and fairness throughout supply chains?


What might the implications of this be? What related signals of change have you seen?

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