of consumers think
it’s important for
companies to be
When the pilgrims sat down for dinner with native Americans, as the story goes, they ate a repast that included turkeys from one of their farms. They knew just where it came from and picked the bird themselves. Flash forward a few centuries to more recent history, when shoppers brought tur- keys that were, for lack of a better word, anonymously raised on a far-away and not-much-thought-about farm.
Today, there is a bit of circling back in the farm-to-ta-
ble chain, at least in terms of transparency. People aren’t
raising and butchering their own birds, of course, but
before they roast, grill or deep fry it, they want to know
more about the farmers, processors and retailers who did
have a hand in bringing it to the table, whether it’s for a
seasonal holiday or weeknight meal.
Food brands and grocers know this, and have
responded accordingly. Cargill’s Honeysuckle White
turkey brand has introduced the market’s first traceable
turkey, allowing consumers to know which farmer raised
the turkey that ended up on their platters.
The Honeysuckle White brand rolled out the new traceable turkey program in select markets before the peak
turkey holiday of Thanksgiving. Consumers are able to
text or enter an on-package code from the fresh whole turkey on the company’s website, Honeysuckle White.com,
to learn about the farm’s location and family farm story.
People can also view photos from the farm and read messages from the farmer.
“The Honeysuckle White brand is committed to food
transparency and we’re the only major turkey brand
to exclusively provide family farm-raised turkey,” says
brand manager Deborah Socha. “We know consumers
are looking beyond farm-to-table marketing promises to
better understand where their food comes from and how
it is produced. That’s why the Honeysuckle White brand is
the first and only major turkey brand to pilot a block-
chain-based solution for traceable turkey.”
The new traceable turkey is part of a pilot program
designed to deploy Cargill’s new blockchain solution.
Blockchain models build a transparent food chain that
integrate key stakeholders into the supply chain and cre-
ate a distributed ledger with immutable records. Because
all participants inside the blockchain network must agree
before a new record is added to a ledger, the technology
reduces the risk of fraud or human error, and cryptogra-
phy within the network ensures security, authentication
and integrity of transactions.
“At Cargill, we are becoming a better partner
through digitalization and analytics, identifying opportunities to use technology to deliver real value for customers, partners and consumers,” explains Deb Bauler, Cargill
chief information officer for North American Protein.
According to Bauler, Honeysuckle White was chosen as
the first-ever brand with the traceability feature, given the
fact that there is a connection between turkey consumers
and interest in farming and production practices. A 2014
Cargill study showed that nearly half of consumers (44%)
think it is important for companies to be transparent in
their practices. This past year, Honeysuckle White held
consumer focus groups that confirmed that people feel
good about buying turkey raised by family farmers.
Supporting the introduction of this new product, the
Honeysuckle White brand is rolling out a consumer campaign that includes traditional and online media and
Honeysuckle White Brand brings blockchain
solution to market.