The aim of the project is to trace the deliver chain from the dairy producer in New Zealand to Chinese customers. This blockchain pilot project is also directed on improving the traceability and transparency of the entire “end-to-end” supply chain as well as to struggle against counterfeit goods.
The Fonterra’s Anchor line products from have become the first to be sent as part of a pilot of the cross-border food trust framework. Chinese clients would be able to buy these products via Alibaba’s Tmall e-commerce platform. Zhu Xiaojing, the Greater China president of Fonterra affirmed that, this initiative proceeds Fonterra’s commitment to catering prime global practice supply chain traceability. As an emerging technique, blockchain has the potential to bring greater value to consumers.
We understand that in China and many other markets, consumers want to be able to trace the products they purchased online. So we are willing to be a part of creating a globally respected framework to protects the reputation of food companies and give greater value and consumer confidence.
The general manager of Tmall Import & Export also underlined:
Food safety becomes a big issue across the world and the supply chain is getting more and more complex. To face this challenge, Alibaba Group has build a coordinated, word-leading and robust framework that involves stakeholders from across the supply chain to improve transparency and enhance the confidence of consumers and merchants.
General Manager, Tmall Import & Export
The large part of Alibaba’s e-commerce operation in China is the providing of foodstuffs and produce. Therefore, Alibaba also plans to increase accuracy and transparency in its supply chain and allow clients to have a better shopping experience in its Tmall platform.