Albert Heijn taps blockchain tech for OJ initiative
Dutch supermarket chain, Albert Heijn, is using blockchain technology to make the production chain of its own-brand orange juice transparent.
It has rolled out a blockchain system in partnership with its supplier, Refresco. Through a QR code on the packaging, customers can track the entire route travelled by a bottle of orange juice.
Albert Heijn’s Commercial Director Marit van Egmond, says: “Every day we provide millions of customers with delicious food and drinks. That is a big responsibility. We want to make an active contribution on issues that are important to our customers – by making our products healthier, reducing food waste and limiting our impact on the environment.”
“Transparency in the chain is becoming increasingly important. We know all the steps that our products go through to ensure that they are produced with respect for people, animals and the environment and we want to show these steps to our customers, in an open and transparent way.”
Earlier this year, France’s Carrefour claimed a European blockchain first as part of its 2022 transformation plan.
The retailer is initially using blockchain technology with its free-range Carrefour Quality Line Auvergne chickens, with plans to roll it out to eight more animal and vegetable product lines, such as eggs, cheese, milk, oranges, tomatoes, salmon and ground beef steak.
“This is a first in Europe and will provide consumers with guaranteed complete transparency as far as the traceability of our products is concerned,” said Laurent Vallée, Carrefour's General Secretary and Head of Quality and Food Safety.