technology options can be time-consuming and confusing. Comparing tools and their promised capabilities can lead to “paralysis by analysis” and prevent a decision to proceed with a needed technology adoption. It is important to note that even with the correct data available and processes in place, it is unlikely that a single technology solution is available that achieves the end-to-end traceability and information-generating capabilities desired by everyone in the organization. Therefore, it is important to retain sight of your original traceability goals when evaluating the various technologybased solutions available. While there are several key issues associated with information technology involved in the traceability of produce or food, perhaps the most widely discussed aspect of traceability technology deals with the data-acquisition phase. It is critical to efficiently assemble accurate and standardized data that makes sense across the entire supply chain. Synchronization of the supply chain and rapid information retrieval are highly dependent upon the use of harmonized information. The data acquisition debate centers on whether to use barcodes or radio frequency identification (RFID). Both capture data far more quickly and accurately than manual processes. Although they require human intervention to scan information,
UPC barcodes have been used successfully in the consumer packaged goods industry for decades. They are cost-effective, the technology is proven, and the retail infrastructure of barcode readers and databases already exists (Gibson 2007). Like barcoding, RFID is an automatic identification method. Unique product identification information similar to a serial number is stored on an RFID tag. Each tag is read when it passes within proximity of an RFID reader, and these tags contain unique identifiers not found on traditional barcodes. Research has shown that technology-based applications like RFID have considerable promise to significantly enhance inventory management and traceability of food items in a cost-effective fashion (Karkkainen 2003 and Mai et al. 2010). Whether data is captured with the use of a barcode or an RFID tag, the information must be common and accessible across the entire supply chain. Collecting common, meaningful, and readily accessible data in a database allows for efficient storage of traceability data elements and supports the timely retrieval of records for transaction analysis and tracking. The proper data-capture techniques support the fast retrieval and dissemination of information that is so critical in the event of a product recall.
Conclusion It is no longer acceptable for the food supply chain system to take days or weeks to fully trace food products back to their source. Fortunately, through technology-driven traceability initiatives, information query, retrieval, and publication can now be achieved in hours or even minutes. While the technology provides the advantage of greatly enhanced speed of information, the clarity and richness of the information is also far superior to the older, paper-based processes of the past. Despite its confusing options, cost, and challenges, significant benefits await organizations that adopt traceability technology. These types of tools help alleviate problems encountered in past 33 product-quality situations—the slow response and inability to pinpoint problem sources, which lead to widespread recalls and damaging publicity that negatively impacts company sales and, in some cases, human life. As the food industry progresses from reactive manual traceability processes that require “needle in the haystack” data searches to proactive, technology-based whole-chain traceability processes, many benefits will result. Ultimately, the broad adoption of these types of initiatives will enhance food product safety and quality, bolster product brand protection, and improve overall supply chain-wide control and performance.