press article origintrail app5 april 2016
Press article 500words
Slovenian smartphone app to find out where your food comes from
In 2014, a number of Slovenian food processing companies along with a farmers’ cooperative and a web developer developed OriginTrail, a free smartphone app whichconsumers can use to trace local food from farm to fork.The app is a way for farmers to provide consumers with information on where and how their produce was produced.OriginTrail currently enables consumers to trace products from three food companies back to more than 1200 meat, dairy and vegetables farmers from Slovenia. They are currently seeking to broaden the apptoa further food company and 2 farmers’ cooperatives with 400 farmers. For 2016, the group is looking to expandthe digital solution to other EU countries.
Food traceabilityas a marketing tool
Food traceability is increasingly important for consumers today. People now want to know where their meat, fruit & vegetables and dairy products come from. They also ask for certain values: specific origin like mountain farming, high animal welfare standards and fair prices for local farmers. A study found that for some shoppers, just having thiskind of traceability information available is enough to influence a purchase. It encouragesan increase in purchases of the products, and at a higher price, even if the buyer never uses the information.
With this study in mind, the OriginTrail group found a solution which would both be a marketing tool for local food producers - by differentiatingproducts based on the origin of their main ingredient - and an information tool for consumers so that they can find out more about what they are buying.
A digital solution bringing transparency to food value chains
The OriginTrail smartphone app is the result of a collaboration between a number of food processing companies, a farmers’ cooperative and a web developer from Slovenia. It is a web and mobile solution bringing transparency to food value chains. Consumers can scan a product label and find out where the beef they want to buy was produced or if the apples they fancy have a Protected Geographical Indication. Žiga Drevco-founder of OriginTrail says: “OriginTrail presents an important step forward for local food producers. They go beyond simply stating the country of primary production, instead they unveil the entire path of the product’s origin on a particular farm.”
The application also allows consumers to give their feedback on a particular product to the farmer, meaning that there is direct interaction between the shopper and the producer.
Žiga Drev concludes:“The farmers that supply milk, meat or vegetables have been very positive about OriginTrail giving consumers the ability to see where the ingredients in end products come from. The farmers are confident that the transparency the system provides will result in higher consumerconfidence and shopping preference for their products.”
Press article 250words
Slovenian smartphone app to find out where your food comes from
In 2014 a number of Slovenian food processingcompanies along with a farmers’ cooperative and a web developer developed OriginTrail, a free smartphone app whichconsumers can use to trace local food from farm to fork. OriginTrail currently enables consumers to trace products from three food companies back to more than 1200 local meat, dairy and vegetables farmers in Slovenia.They arecurrently developing the app with a fourth food company and two farmers’ cooperatives with 400 farmers.For 2016, the group is lookingto expand the digital solution to other EU countries.
People now want to know where their food comes from. They also ask for certain values: specific origin like mountain farming, high animal welfare standards and fair prices for local farmers.A study found that for some shoppers just having this information available is enough to influence a purchase.
With this study in mind, the OriginTrail group found a solution which would providelocal food producers by differentiatingtproductsbased on the origin of their main ingredient. Consumerscanfind out more about what they are buying simply by scanning a product label. The app has a feedback option, creating direct interaction between shopper and producer.
Žiga Drev concludes:“The farmers have been very positive about OriginTrail. They are confident that the transparency the system provides will result in consumer confidence and shopping preference for their products.”
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More information
This press article is based on the inspirational idea that appeared in the EIP-AGRI newsletter | issue 29 | January 2016.
Study: ‘Knowing about your food from the farm to the table: Using information systems that reduce information asymmetry and health risks in retail contexts’ published in Information & ManagementVolume 52, Issue 6, September 2015, Pages 692–709
More inspirational ideas on agriculture, forestry & innovation
are available on theEIP-AGRI website:
Winter harvest: supporting the development of organic winter growing / AustriaFeeding pigs and poultry: tips for a 100% organic diet / Austria, Denmark, Finland, France, Germany, Lithuania, Netherlands, Sweden, United kingdom
Inspirational idea: Pig farms in Flanders improve their performance by sharing data and results / Belgium
Manure processing: online discussion forum connects demand and supply / Belgium
Smart logistics to connect producers and consumers / Belgium
Healthy strawberries thanks to ‘flying doctors’ / Finland
Biovakka, Manure management to produce biogas and nutrients in Finland / Finland
Turning waste into a resource - horse manure / France
Dealing with pests from the air / France
Thriving, not just surviving, support for new entrants into farming / France
Innovative technology for animal feed rich in protein / France
Farm demonstrations, discovering drones / France
Complying with environmental regulations when spraying crops / Germany
German Innovation office EIP Agricultural in Schleswig-Holstein ready to support Operational Groups / Germany
Online videos to bring consumers and farmers closer / Germany
Finding the right match - farms for new entrants / Ireland
Precision farming, the right technology and sharing knowledge are key / The Netherlands
Inspirational idea: A new market for fruit & veg waste / Portugal
Mission possible' to preserve wetlands in Spain / Spain
Maintaining a resilient and dynamic agricultural sector in The Netherlands / The Netherlands
New technology to combine grazing and milking / The Netherlands
Sustainable egg production / The Netherlands
Craigie's farm: “We don’t just sell products, we sell the experience!” / United Kingdom
Increasing farm profitability while cutting carbon emissions, a toolkit developed by farmers for farmers / United Kingdom
Improving feed intake in cows, sheep and goats / United Kingdom
Background information
EIP-AGRI
The European Innovation Partnership 'Agricultural Productivity and Sustainability' (EIP-AGRI) is one of five EIPs which have been launched by the European Commission in a bid to promote rapid modernisation of the sectors concerned by stepping up innovation efforts. The EIP-AGRI aims to foster innovation in the agricultural and forestry sectors by bringing research and practice closer together – in research and innovation projects as well as via the EIP-AGRI network.
EIPs aim to streamline, simplify and better coordinate existing instruments and initiatives and complement them with actions where necessary. Two specific funding sources are particularly important for the EIP-AGRI: the EU Research and Innovation framework, Horizon 2020, as well as the EU Rural Development Policy.
Contact information
Ina Van Hoye
Communication officer
EIP-AGRI Service Point
+32 486 90 77 43
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