UCC Coffee has partnered with farmer connect, a coffee traceability platform powered by IBM Blockchain, to launch its first blockchain traced coffee.
Retailers and consumers can now trace Orang Utan Coffee – licensed and distributed in the UK by UCC – back to its Indonesian origin using the Thank My Farmer feature from farmer connect.
This launch of Orang Utan Coffee also signifies two new moves for Thank My Farmer – the addition of the UK as a consumer market and Indonesia as an origin.
Senior green coffee buyer and blockchain project leader at UCC Coffee, Miguel Reguera, said, “The launch of the blockchain traceable Orang Utan Coffee with farmer connect is not only a first for UCC Coffee in the UK, but globally. UCC is also the first-ever coffee company to use farmer connect in the UK."
Powered by the same state-of-the-art blockchain technology as IBM Food Trust, the farmer connect platform is designed to help increase transparency, credibility and fairness across the entire coffee supply chain.
Thank My Farmer takes transparency a step further by connecting consumers directly with the farmers that grow Orang Utan Coffee.
Paul Chang, global leader for blockchain in the distribution and industrial markets at IBM, added “By being able to easily trace coffee to its source, we can help consumers and brands around the world support coffee growing regions."
By scanning a QR code on the pack, consumers can also learn about ongoing projects aimed at supporting coffee-producing communities in the region.
Thank My Farmer gives consumers the opportunity to become advocates for coffee producers with shareable social media content.
They can also support the Sumatran Orangutan Conservation Programme, through optional donations via credit card, Google Pay or Apple Pay.
The CEO of farmer connect, Michael Chrisment, commented, “Our partnership with UCC, and the launch of Orang Utan Coffee in Thank My Farmer, comes at a time when consumers are increasingly taking a purpose-driven approach to their shopping patterns and looking to buy products that align with their values."
© 2020 European Supermarket Magazine – your source for the latest retail news. Sponsored content. Click subscribe to sign up to ESM: European Supermarket Magazine.