![\"blog-juiceblock-pg02.jpg\"](\"https:\/\/www.ldc.com\/ar\/wp-content\/uploads\/sites\/10\/blog-juiceblock-pg02.jpg\")
<\/figure>\n\n\n\nWhat does this partnership mean for the end consumer buying orange juice at the supermarket?<\/h3>\n\n\n\n
This development is transformational. Thanks to technology, a consumer can check that the product he or she buys meets their expectations in terms of quality and sustainability.<\/p>\n\n\n\n
Via a QR code on the packaging, the consumer can follow the entire journey of their orange juice before it ended up in their shopping basket \u2013 from farms managed by LDC in Brazil to the supermarket shelf \u2013 and be certain it was sourced and produced in accordance with the highest ethical standards. Our juice production is effectively certified by the Rainforest Alliance, and we continually strive to apply best practices throughout the supply chain.<\/p>\n\n\n\n
This is an excellent example of how technology, operational excellence and commitment to sustainability come together to create a transparent and sustainable value chain that benefits producers, consumers and the environment. It also confirms the importance of partnerships and collaboration between supply chain participants to achieve this.<\/p>\n\n\n\n
What is the significance of this move for LDC\u2019s sustainability and traceability credentials?<\/h3>\n\n\n\n
This project is another positive step toward making our operations fully sustainable, through product traceability that enables the consumer to be confident not only in the quality of the juice, but in the responsible manner in which it is produced.<\/p>\n\n\n\n
This is fully aligned with LDC\u2019s sustainability model across its businesses, in which collaboration with partners is a central pillar in the interest of our employees, the communities in which operate and the environment.<\/p>\n\n\n\n
It sounds really easy. You go to the supermarket, scan the juice bottle, and then discover everything about its journey. But what are the challenges of using blockchain to track this complex journey?<\/h3>\n\n\n\n
There are many challenges \u2013 many of them technical, including the use of adequate systems and accurate control of information flows, from the moment the fruit is harvested, transported and processed, through to the quality control and bottling process, and finally its arrival at the supermarket.And blockchain technology is a challenge in itself, especially in these early days, when we can expect a lot more evolution.<\/p>\n\n\n\n
That\u2019s why collaboration among supply chain actors – and with technical experts \u2013 is essential to success, just as it was for our pilot agricultural blockchain transaction at the start of this year.<\/p>\n\n\n\n
Would you like this level of traceability to become standard for LDC orange juice in the future?<\/h3>\n\n\n\n
Yes, very much! I\u2019m convinced that this technology offers tremendous opportunities as an enabler of digital transformation, product traceability and consumer satisfaction. This initiative is a very good example of that.<\/p>\n\n\n\n
Now that we know it\u2019s possible, it\u2019s important that we continue to harness technology to drive traceability as a standard \u2013 within LDC, and why not one day in the juice industry as a whole!<\/p>\n\n\n\n