Technology powerhouse IBM, has announced that retail group Avril Group has joined the IBM Food Trust, a blockchain-enabled global ecosystem for the food industry, and which will run on IBM Cloud.
Matines, a fresh egg brand within Avril differentiates itself with a new and personalised consumer experience thanks to the enhanced information and traceability of 25 references on its ranges of organic, outdoors, free-range red label, soil and standard eggs.
This initiative is part of an effort that began in 2019 to reposition the Matines brand around several new concrete commitments: hens raised without antibiotic treatment (outdoor and standard range), fed with 100% French cereals, and good breeding practices controlled by an independent body.
According to the company, advancing traceability also means contributing directly to the Avril Group’s approach to corporate social responsibility (CSR), particularly in sectors related to quality livestock (French origin, organic) and the consideration of animal welfare. These standards have already been adopted in more than 1000 farms (including 400 laying hen farms).
The blockchain records immutable information at each step of the process and provides transparency for consumers about claims of quality of the product they consume.
