In a world where global supply chains are becoming increasingly complex and at risk of counterfeiting, the need to ensure food safety standards has never been higher: brands must have full visibility from ingredients through to consumption for every product.
FRISO milk formula
Kezzler recently partnered with FrieslandCampina in its mission to bring safe and sustainable products to consumers.
The company spoke about developing and implementing TrackEasy for FrieslandCampina at the AIPIA (Active & Intelligent Packaging Industry Association) World Congress in Amsterdam (November 18-19).
“Consumers are expecting increased levels of transparency in the origin and production of their products. Research indicates in mainland China and Hong Kong, parents spend up to three-hours researching their infancy formula milk and 90% of them are interested to know more about the food source of their product,” said John Beerens, chief sales officer, Kezzler.
“In response to this increased level of expectation from consumers for product traceability, formula brands and manufacturers must now offer more visibility to product food source and supply chain management.”
Hans Wessels, senior project manager, FrieslandCampina, said Kezzler’s TrackEasy made fast scalability possible for its FRISO brand and it is now expanding the technology across a further 25 countries and hoping to begin rolling out the traceability code across further brands.
“Our consumers are now able to experience the full journey of their Friso formula milk,” said Wessels.
“By scanning the QR code on the bottom of each tin, consumers can access the full grass-to-glass journey from the milk collection at the farm in the Netherlands, to the arrival of the product in their own country.
“TrackEasy also provides information on the item’s packaging date, quality checks carried out during the process and a map and information about the farm. This features a 360˚ view of each FRISO farms environment, real-time information on weather, temperature and recent farm and health check audits.”
Asia expansion
Rob Van Stek, IT manager, supply chain, FrieslandCampina added Kezzler’s technology has made the challenge of digitalising hundreds of thousands of individual products in the supply chain painless.
“FrieslandCampina's TrackEasy service is empowering parents to make informed decisions when making a purchase, ensuring them they are providing the best quality milk for their children, giving mums peace of mind their babies are safe,” added Beerens.
The presentation at AIPIA comes a month after Kezzler announced its second Asian expansion of the year, following the company’s decision in October to appoint Pengfei Zhang as director of pre-sales and delivery at its Singapore office. The expansion comes three-months after the company’s announcement it had opened its first office in Beijing.
“With our strengthened Asian presence, we look forward to growing our work in the region further. Kezzler has the proven technology to fight counterfeit products in the region and given China is the second largest consumer market in the world, it is an obvious place for us to focus our efforts,” said Cecilie Bergenstjerna, chief commercial officer, Kezzler.
