Australia Post has partnered with e-commerce giant Alibaba.
Together with vitamins group Blackmores, the partnership is designed to fight counterfeit food products being sold across China by using blockchain technology.
“We are delighted Alibaba has invited us to create an innovative platform, which will track food from paddock to plate, strengthening the supply chain,” said Bob Black, Australia Post executive general manager Parcels and StarTrack CEO in a report by Inside Retail.
Maggie Zhou, Alibaba’s managing director in ANZ, said the project puts Alibaba on the front lines of a serious global issue.
“Food fraud is a serious global issue that not only costs the food industry billions every year, but puts consumers’ health at risk,” said Maggie Zhou, Alibaba’s managing director in ANZ.
“The signing of today’s agreement is the first step in creating a globally respected framework that protects the reputation of food merchants and gives consumers further confidence to purchase food online.”