Brand enhancement: The ‘hidden’ benefit of implementing food chain visibility

July 2012
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Brand enhancement: The ‘hidden’ benefit of implementing food chain visibility

At a glance

Food Safety Modernization Act (FSMA) is broad, upon full implementation, it will effectively require food companies to possess the capability to track ingredients and to verify production processes as items pass through the value chain from field and farm to final consumer. FSMA, the bill expands the FDA’s focus from responding to outbreaks after-the-fact to preventing them before they happen. It allows the FDA oversight on how foods are grown, harvested, and processed and grants the agency new authority to issue mandatory recalls when outbreaks of food-borne illness are suspected.

Pending governmental regulations coupled with the complications of managing ever more complex sourcing and production makes it imperative that food companies significantly elevate their ability to monitor traceability within food chains. A major ancillary benefit accompanying visibility will be enhanced brand risk protection from recall events. Additionally, reducing gaps in the food value chain will allow more agile production and distribution decisions to seize fast-changing market opportunities.