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Despite the author continually referring to it as “The Blockchain,” 🙂 this is a solid article on the opportunity for the food & beverage industries.

“Consumer trust in food is already damaged and demand for full traceability is only growing stronger.Companies can no longer rely on generalised terms such as “healthy” or “organic” in order to signal value, the new generation of consumers are savvy enough to seek reassurances of quality past just what is printed on the label. The blockchain provides a method of substantiating these previously unsubstantiated claims, strengthening customer loyalty for those companies who can consistently guarantee quality.”

Read the full article here.