WATT PoultryUSA - January 2018 - 44
44 ❙ WATTPoultryUSA
TRACEABLE TURKEY PROGRAM
Egg Traceability in Europe
While Cargill's traceability pilot program is novel
in the U.S., European eggs are legally required
to sport traceability codes. In accordance with
a European Union law established in 2004, all
eggs produced and sold in EU member countries
are stamped with a code of letters and numbers.
According to the Association for Controlled
Alternative Animal Husbandry, or KAT by its
German initials, the code explains which type
the use of growth-promoting antibiotics in its turkeys.
Beyond the press release, which won national press attention, Cargill promoted the transparency program with
in-store signage where available and through paid media.
The future of the traceability program
The pilot ran until the birds sold out or reached their
expiration date. Socha said Cargill is watching the results
and engagement metrics closely. There's no engagement
figure goal set by the company, but rather it's viewing the
program as a learning opportunity. Socha said Cargill is
of farm the eggs came from, the country of
origin, the identification number of the individual
egg farm and the best-by date. The KAT, a
German organization that says it pioneered the
program in 2000, maintains a website allowing
consumers to input the information found on the
eggs and a traceability database dating back to
1998. Along with the origin, the KAT tracks the
movements of eggs from the farm to the store.
using quantitative and qualitative measurements to gauge
the impact of the program.
The primary goal of the program, Socha said, is to
learn from the experience. If the pilot is deemed a success,
then it's possible it will return in the future.
Blockchain's possible applications at Cargill
Cargill's traceability program features another novel
component: blockchain. The technology, first implemented
in 2009 as a core component of the digital cryptocurrency
Bitcoin, is a distributed digital ledger enabling businesses
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www.WATTAgNet.com ❙ January 2018