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Traceability system to restore consumer confidence

By Tong Hao (chinadaily.com.cn)
Updated: 2008-12-17 16:19

Consumer product（CP）manufacturers operating in China must deliver credible product information through a transparent system to restore domestic and international consumers' confidence and re-establish their brand image, a report says.

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The recent melamine-contaminated dairy products scandal in China has seriously eroded trust in Chinese CP manufacturers worldwide.

"CP manufacturers must establish a traceability system to collect and communicate transparent and trustworthy information and ensure safety and reliability of their products," said Michelle Kam, director of the Institute for Business Value (IBV) of IBM China.

An effective traceability system provides customers with transparent and trustworthy information about a product in terms of production, distribution, logistics, storage and other links "from farm to fork", according to a white book issued by IBV on Dec 16, 2008.

In a "Chinese Consumer Survey" conducted by IBV in 2008, 84 percent of respondents claim that their level of concern about the safety of food has increased over the past 2 years, while 65 percent would like to have more information about the source of the food products they buy.

Therefore, "a traceability system can empower and protect brand and corporate images of CP manufacturers to win trust from customers," said Kam. "Besides, when problems occur, the system helps to locate the cause and reduce unnecessary recalls."

Metro, a German retail giant, has created a standardized and comprehensive traceability framework in Hefei, Anhui province.

For example, with chickens the system will record place and date of birth, vaccination records, type of feed used, date of slaughter, cooking and packaging processes as well as logistical information. If recalls happen, Metro is able to locate the individual farm responsible for the process error which caused the issue.

Such efforts help Metro win the honor Quality Food Distributor by the Chinese Government.

"The path toward a traceability system is complex. It requires collaboration and engagement across the whole supply chain. In addition, the government should also contribute efforts," said Ding Wei, manager of IBM China Research Lab. "We are glad that related departments are cooperating with enterprises to provide food safety services on the internet."

A traceability system of edible agricultural products on the homepage of Beijing Municipal Bureau of Agriculture has been put into operation. When customers input the 20-digit number printed on the package, related information about the product will come up.