VerifyMe has announced that as part of Australia’s Victoria state government initiative to prepare industries for global traceability regulations, Mildura Fruit Company (MFC), after deploying a successful pilot traceability project in collaboration with Citrus Australia and Trust Codes Limited, will fully implement the traceability solution beginning in 2023. This included integrated printing on fruit bags.
MFC is a subsidiary of global food business Bright Foods Asia Pacific. VerifyMe provides brand owners time and temperature sensitive logistics, supply chain traceability and monitoring, authentication, anti-counterfeiting, and data-rich brand enhancement services.
The new US FDA Food Traceability Rule at present is likely the most comprehensive set of traceability regulations internationally and provides a high-standard framework for the project. There is a strong strategic imperative for food producers to implement traceability ensuring food safety and accountability of food products all over the globe, and especially in the US.
According to Stuart Monger, Finance manager at MFC, “Traceability is important to us here at MFC. We want our customers to feel confident and be reassured they are buying 100% Aussie Citrus. We have moved beyond the pilot phase of the project to a full deployment this year as part of that commitment, seeing the value gained throughout the pilot. We chose Trust Codes Global (a New Zealand based subsidiary of VerifyMe) because they truly understood our needs, and they offered an integrated solution with very strong machine learning capability.”
The solution leverages the new GS1 Digital Link standards to provide traceability through the supply-chain to the end consumers. Logistics and retailers participate in the traceability program by scanning the GS1 formatted QR code, and consumers are encouraged to interact with engaging content, educational information and a game that they can play and share on retailers’ social media.
Adam Stedham, CEO of VerifyMe, said “we are delighted that MFC has decided to deploy traceability with Trust Codes Global. VerifyMe acquired Trust Codes to vertically integrate its technology stack, brand protection, and brand enhancement offerings into our Authentication Segment. Trust Codes’ deep domain expertise and product development in machine learning and AI, and industry expertise in food, nutrition, beverage and nutraceuticals, provides the capability to deliver better outcomes to customers facing counterfeit, brand connection and diversion issues.”
Incorporating the Trust Codes Global world leading product cloud into VerifyMe’s Authentication services significantly elevates our traceability offering. As a product offering, our clients now have access to data-driven brand protection and standards-based traceability out of the box. Trust Codes Global has a proven platform, with customers like MFC who are leading the way in traceability and GS1 2D barcode migration. We believe VerifyMe is well positioned to lead North American and European customers along the journey of complying with new traceability requirements.
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Naresh Khanna – 10 February 2025
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