End-to-End Traceability: Lessons from a Founder Who Got It Wrong (and Made It Right)

As the founder of a food and beverage traceability platform and a former food brand owner, I know firsthand how the relentless pursuit of end-to-end traceability can nearly destroy a business. We tried to do too much, too quickly—and it almost cost us everything.

Today, I want to share our story, the mistakes we made, and the lessons that can help your brand take a smarter, more sustainable approach to traceability. Spoiler alert: It’s a journey, not a race.

The Mistake: Starting with Perfection

In 2018, long before the 2027 GS1 Sunrise Initiative brought the adoption of 2D barcodes into the conversation, we set out to track beef from farm to fork across two countries. Our vision was bold: to record every interaction and activity across the supply chain and deliver pack-level food traceability to consumers instantly from the packaging.

While the vision was ambitious, the execution was a nightmare. Our relentless drive for perfection and accuracy led to delays, escalating costs, and strained relationships with our contract processors. For brands working with external manufacturers, especially on small volumes, this complexity can make you the first client dropped when schedules tighten.

The truth? We were aiming too high, too fast. Instead of taking small, measurable steps, we jumped straight into the deep end—and nearly drowned.

The Lesson: Traceability is a Journey

Looking back, the smarter move would have been to start with transparency, not verified perfection. By "transparency," I don’t just mean stating, "It came from here." I mean creating an interactive digital version of our supply chain that consumers could explore through connected packaging.

Unfortunately, platforms like the one we’ve built at Orijin Plus didn’t exist back then. Today, however, they offer the perfect starting point for your traceability journey.

This approach would have:

• Established an initial digital framework to gradually build traceability over time.
• Allowed us to share our supply chain with consumers in an engaging, transparent way while simplifying processes to start capturing verifiable activities.
• Made it easier to involve supply chain participants, starting with key stakeholders and expanding incrementally.

With the 2027 GS1 Sunrise Initiative approaching, which will require GS1 2D barcodes for retail point-of-sale scanning, brands now have a unique opportunity to rethink how they use the space traditionally occupied by barcodes. Instead of viewing it as just a compliance measure, this space can become a way to share your product’s story, showcase what makes it special, and introduce exciting traceability and engagement features directly to consumers.

Even though 2D barcodes aren’t required yet, starting now with product-specific QR codes is a smart, proactive step. This allows brands to refine their traceability processes while meeting growing consumer demand for transparency. These QR codes can seamlessly transition into the required 2D barcodes, making the shift smoother while providing immediate value to both consumers and brands.

Mistake #2: Jumping to Serialized Packaging

Another misstep? We leaped straight into individually serialized packaging units—a level of precision the pharmaceutical industry has perfected but is far less practical for food brands today. Instead, we could have leveraged batch-level tracking to provide meaningful on-pack traceability while scaling our efforts gradually.

Empowering consumers to input a batch number is an excellent first step to unlocking packaging traceability. With tools like those offered by Orijin Plus, brands can easily map tracked ingredients to a batch and surface this information directly from the packaging. This doesn’t replace existing traceability systems achieved through ERP (Enterprise Resource Planning) or MRP (Manufacturing Resource Planning) platforms. Instead, it enriches those processes by transforming them into consumer-facing tools, enabling consumers to instantly trace a food product’s journey.

The Path Forward: Gradual, Scalable Traceability

Building a verified supply chain doesn’t have to be overwhelming. Here’s what I’ve learned (the hard way):

1. Start with Transparency:
   Begin with an interactive digital supply chain story that consumers can access via connected packaging. Platforms like Orijin Plus make this easy, helping brands move from digital storytelling to verified traceability, including supply chain partners, with unmatched visibility.
2. Leverage Batch-Level Processes:
   Use existing batch tracking as your foundation. Enrich these processes with software tools that seamlessly collect information and let consumers explore the product batch they hold. This can be done with interactive tools embedded in product QR codes or GS1 2D barcodes, ensuring compliance with the 2027 GS1 Sunrise Initiative.
3. Adopt Simple, Scalable Tools:
   Platforms like Orijin Plus empower brands to track ingredients, create interactive supply chains, and engage consumers—all with minimal input from supply chain partners. Choosing tools that grow with your brand ensures you’re prepared for each stage of your traceability journey.
4. Gradually Enhance Verification:
   Once your traceability processes are in place, introduce advanced tools like blockchain, GPS trackers, or IoT-enabled sensors. These technologies reduce human involvement and help establish a fully verified supply chain.

Advice for Brands: A Journey, Not a Sprint

If you’re a food or beverage brand embarking on a traceability initiative, remember: you don’t have to achieve flawless, immutable "farm-to-fork" traceability on day one. That’s a quick way to alienate your team or supply chain partners. Instead, think of traceability as a journey. Start small, build a transparent foundation, and scale over time.

The key takeaway? Traceability isn’t just about compliance or recall management. It’s about creating a pack-level point of difference that highlights what you do best. It’s a powerful way to share your brand’s story, build trust, and stand out in a crowded market.

When done right, traceability can power your marketing efforts, giving your brand an edge. Brands that embrace transparency are already stepping ahead of slower-moving competitors, meeting the modern consumer’s growing demand for knowledge about how their food impacts their health and the world around them.

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FAQs About Food Traceability and the GS1 Sunrise Initiative

1. What is the 2027 GS1 Sunrise Initiative, and how does it affect food brands?

‍The 2027 GS1 Sunrise Initiative mandates GS1 2D barcodes for retail point-of-sale scanning. These barcodes will replace traditional barcodes, enabling brands to add traceability features and consumer engagement tools directly to packaging.

2. How can brands prepare for the 2027 GS1 Sunrise Initiative?

Brands can start with product-specific QR codes now to refine their traceability processes and meet growing consumer demands for transparency. This also makes it easier to transition to GS1 2D barcodes when the requirement comes into effect.

3. Why is traceability important for food and beverage brands?

Traceability builds consumer trust, supports transparency, and helps brands meet regulatory requirements. It also provides a competitive advantage by showcasing a product's journey and connecting with consumers on a deeper level.

4.What tools can help with traceability and consumer engagement?

Platforms like Orijin Plus enable brands to track ingredients, create digital supply chains, and engage directly consumers through connected packaging services that all connect to packaging QR codes.

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