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CONFIDENTIAL © 2010 YottaMark, Inc. Transparency: the future of food Presented by: Jonathan Hawes Director, Business Development August 2010 CSSI: Environmental Science & Resource Management
CONFIDENTIAL © 2010 YottaMark, Inc. What is Traceability? Where was I grown? Am I safe? Am I authentic or recalled? A whole new way of thinking about the information associated with products
CONFIDENTIAL © 2010 YottaMark, Inc. A bit of experience Trusted leader in food traceability – founded 2004 Over 1.4 billion items traced, 150+ grower/shippers currently using HarvestMark Infrastructure in place Customer awareness and preference strong and growing
CONFIDENTIAL © 2010 YottaMark, Inc. Traceability is happening now….
CONFIDENTIAL © 2010 YottaMark, Inc. No Seafood Deployments…. Yet HarvestMark Data Center Associate Items to Cases (Optional) Capture Harvest Data In-store Kiosk At Home On Mobile Phones Trace Responses (Customizable, Permission Based) HarvestMark Codes Labels (Or Print on Packaging)
CONFIDENTIAL © 2010 YottaMark, Inc. To commercially deploy traceability… Understanding the producers workflow Delivering meaningful information Providing 24/7 access to the information Running an industrial strength data service … benefits retailers and their suppliers. There are four key elements that define success
CONFIDENTIAL © 2010 YottaMark, Inc. How does it work?
CONFIDENTIAL © 2010 YottaMark, Inc DC01 The Trace Experience
CONFIDENTIAL © 2010 YottaMark, Inc. Copyright © YottaMark, Inc Food safety status Product variety Origin Farm/ranch name Maps Distance to market Harvest date Lot number Organic certificate Solicit feedback Twitter about this watermelon Gallery of farm, harvest, photos, audio, video Interesting, authentic narrative on growing practices, region, sustainability, etc. Nutritional information Fun facts for kids Coupons Regional, seasonal and family recipes
CONFIDENTIAL © 2010 YottaMark, Inc. Food safety status Product variety Origin Farm/ranch name Distance to market Harvest date Pack date Pack location Lot number Organic certificate Rate quality Pull time/temperature data Visualize data on a map Instantly access printable shelf/POS information – farmer profile, region information, recipes, preparation ideas
CONFIDENTIAL © 2010 YottaMark, Inc. Source: YottaMark survey of 2,700 households % Yes 17% No All things being equal, would you select traceable produce preferentially? Consumers care!
CONFIDENTIAL © 2010 YottaMark, Inc. CatchMark?
CONFIDENTIAL © 2010 YottaMark, Inc. Summary Points Information Communication System – Safety, logistics, certifications – Customer/consumer marketing Broad adoption: Producer -> Consumer Adaptable to workflows HarvestMark communicates what YOU choose to communicate
CONFIDENTIAL © 2010 YottaMark, Inc. THANK YOU! Questions? Jonathan Hawes Director, Business Development HarvestMark
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