It's not just the outbreaks of E. coli and salmonella or the popularity of the "
locavore" movement among locally-grown food activists that has spawned the creation of more detailed information about the journey from the farm to the dinner table.
The New Scientist
reported the flurry of technologies, reporting systems and databases for tracing food origins. From the
Locavore iPhone app [iTunes link], to the
Good Guide's product listing of "safe, healthy and green" products (also available for
mobile devices), and the
Trace Tracker which allows mobile tracing of
Halal food, the food information movement seems to be gaining traction.
Even though these ideas are not new, the mainstream popularity could be linked to recent bestsellers that bring consumer awareness of the hidden side of food. To name just a few: Eric Schlosser's
Fast Food Nation, Carlos Petrini's
Slow Food Nation, (the obligatory) Michael Pollan's
The Omnivore's Dilemma, Marion Nestle's
Food Politics, Brian Halweil's
Eat Here.
And ensuring that people and habitats are treated fairly in the food production process is certified by a number of third parties including: TransFair USA's
Fair Trade Certified, The Rainforest Alliance's
Shade Grown Certified and a number of state, national and internationally certifcation systems for organic food.
Not to mention that
Whole Foods has created its own
Whole Trade Program, in which it promotes many different labeling certification systems, under the auspices that competition will serve improve each one.
In fact, more than 95 percent of the Whole Trade products offered are Fair Trade Certified, said Anthony Marek, director of external communications for TransFair USA, in a telephone interview. And even though this Oakland-based non-profit organization does not have a bar code system, the concept behind fairly traded products acts as a tracking system, because many products are single origin.
"Human beings are still relationship-driven," Marek said. "We can't fly to Nicaragua, pick out our coffee, and ask the farmer to send us a pound per week," but the certification system can provide that link and guarantee that many consumers are seeking.
Bar codes for food origins may only be emerging, but Marek thinks that consumers will begin to demand this kind of connection, for two reasons: food safety issues, in case there is a problem in that area; and to create the relationship with the family or community from which one is purchasing products.
Knowing where your food comes from is important for locavores, who want to reduce the number of miles traveled and can choose coffee from Oaxaca, Mexico, instead of from Java, Indonesia with food tracking systems, Marek said. But the origin of products is also important so people can have pride in craftsmanship -- knowing your coffee is "Made with Pride" in one place gives that country an incentive to improve quality.
So what's the story here? Do shoppers feel empowered or are making more informed decisions about their food choices? Perhaps. Or maybe consumers could simply feel better if they knew their chicken did not come from an area that is affected by avian flu. Even if it is simply intrinsic, there is a value in being connected to your food or clothing. If these bar code-type systems evolve, there could even be a monetary value, too.
