Amy White05.09.19
Product labels have many functions – to be eye-catching and attract attention on the shelf is one, but perhaps the most important function is to inform consumers. To not only tell a brand story about a product, but to offer facts that help consumers make a decision about their purchase. And yet in recent years, the data on labels has left many wanting: Almost half (48%) of consumers feel that they do not know enough about a product despite reading the label (source: Label Insight). Consider the Pret a Manger allergy scandal, in which one person died and another is alleged to have died because of allergic reactions to ingredients, leading a coroner to describe the company’s labeling as "inadequate."
How can labeling data be made more robust? The blockchain is a distributed digital ledger which can offer transparency beyond the label, but unlike any other digital database, an entry cannot be changed once it is logged, giving it a high-trust value. "Blockchain is set in stone – which is pretty rare for the internet – it’s also highly secure and fully decentralized," explains Jessi Baker, founder of Provenance, a London-bas
How can labeling data be made more robust? The blockchain is a distributed digital ledger which can offer transparency beyond the label, but unlike any other digital database, an entry cannot be changed once it is logged, giving it a high-trust value. "Blockchain is set in stone – which is pretty rare for the internet – it’s also highly secure and fully decentralized," explains Jessi Baker, founder of Provenance, a London-bas
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