The Food Trust Programme



PwC has identified Food Trust as a strategic theme for the future and Penelope’s ValueGo® as the IoT technology platform of choice.

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Missing information and misinformation is a problem up and down the supply chain that is making it hard for food companies to describe where their food has come from, what’s in it and how it was made. More blind spots, complexity and risk mean the traditional ‘track and trace’ approach to food integrity and transparency is no longer giving consumers and companies the confidence they require. The adoption of adequate technologies that enhance visibility over the entire business ecosystem can help companies profitably adapt to the challenging market landscape while strengthening the trust in their brands.

Being able to see, predict, anticipate, validate. Beyond hurdles, end-to-end.

This is what we call visibility.




We believe the future will bode well to those companies that will be able to transform their practices and build on the very concept of visibility across the entire ecosystem of various actors who contribute, in one way or another, to the final product. In order to achieve this objective, it is imperative that a new paradigm for monitoring and controlling the value exchange across the entire supply & demand ecosystem is considered and adopted, whereby the product itself takes the centre stage and stays the focus throughout all the various transformations that account for its complete life cycle – literally, from field to fork.

In order to achieve this result a new operational model must be introduced understood and adopted, whereby end-to-end visibility is achieved based on a co-operative effort, which builds on common intents and the awareness that transparency pays off, eventually. In this context data become a common asset, as it is coherent, consistent, co-owned, shared and understood by all ecosystem members.

This is what we call cooperation of the ecosystem.




The “physical” product and its “digitally mirrored image” converge to represent the two sides of the same coin. Only the junction of these two natures yields what, with confidence, we can ascribe to as the “actual” product. As the physical product progresses through its multiple transformations, its digital dual grows richer with information, ending up with a complete representation of the actual product’s identity. This is a defining concept, which serves as a unique, distinctive knowledge element to shift the attention on the actual content, away from traditional perspectives, which mostly cast an eye on the container. Allow “things” their own identity built on actual history; provide a distinctive digital ID to produce and food products. This is a powerful concept.

This is what we call food digital ID.




Each member of the ecosystem supplies its information, thus contributing to the enrichment of the common data repository from where any member can source the information required in easy-to-configure-and-customise information objects. On the other side, data capture is based on an Internet of Things (IoT) approach, whereby sensors and certified data sources are connected, wherever meaningful and applicable, to obliterate manual data entry, which is tentatively reduced to a minimum in the quest of improved data quality. In the IoT paradigm, all “things” carry an identity, adding a strong element of characterisation to such activities as monitoring, tracking and tracing of data flows, besides alerting on possible deviances from standards, benchmark values and various forms of constraints.

This is what we call connectivity.


Contact us

Vincenzo Grassi
Tel: +39 0266720511

Roberto Tavano
Senior Advisor
Tel: +39 348 7676737

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