The solution was launched in Hong Kong during August and is currently being rolled out in mainland China.
The project involves the application of unique, secure and traceable identities to every single product. By tracking the products from farmer to consumer, it supports confidence in Friso infant formula by eliminating concerns regarding fraudulent products in-market and enabling FrieslandCampina to engage with consumers directly.
Christine C Akselsen, CEO, Kezzler said, “We live in a world of complex, global supply chains. To properly ensure food safety, brands need to have full visibility from ingredients through to consumption for every product sold. We are proud to support FrieslandCampina in their mission to bring safe and sustainable products to consumers. I am convinced that this level of transparency will soon be expected for all consumer products.”
A unique QR code is printed on the can for traceability purposes. A second code will be placed inside, providing a channel for direct consumer engagement, including loyalty programs and promotions.
The Friso brand is manufactured in The Netherlands and exported to China. As the product moves through the supply chain, Kezzler’s track and trace system enables data from upstream production partners such as dairy farmers, and downstream participants, such as importers and distributors, associated with each unit. The company’s traceability platform is integrated with dairy product’s major’s existing IT infrastructure and logistical systems, leaving them well-positioned for continued rollout.
The consumers can scan the Friso products using their phones and can check the product authenticity and learn more about the product’s origin of manufacturing and give out loyalty reward. The TrackEasy solution is integrated with China’s popular WeChat platform, allowing consumers to scan directly within the app.
Commenting on the project, Hans Wessels, senior project manager, FrieslandCampina, said, “Ensuring our consumers can have full confidence in FrieslandCampina brands is paramount. This is why we have adopted Kezzler’s serialisation technology to deliver supply chain visibility for our infant formula brands, as well as providing a way for stakeholders throughout the supply chain to validate their products in real-time.”