The AgriPost
October 26, 2018
Stopping the Sale of Counterfeit Meat Show Your with Edible Barcodes 4-H Colours and Show Your 4-H Heart
The technology is intended to stop counterfeit beef which amounts to nearly a million pounds a year in China.
By Les Kletke Barry McDonough is the Senior Vice President of Sales and Business Development with TruTag Technologies and he said that counterfeit meat is already in the market place. His company has signed an agreement with an Australian firm to use its edible barcode technology as part of the Food Trust Initiative. McDonough said that a million pounds of beef imported into China is estimated to become 2 million pounds in the market place. “That means that the Chinese consumer is paying for a premium product like Canadian beef and might not be receiving any of it at all,” he said. That counterfeit product can be made of just about anything and come from anywhere he noted. “Just about anything you can imagine,” said McDonough. “It could be lower quality beef produced in China or it may not be beef at all.” He cited the example of the horse meat scandal in Eu-
rope a few years ago. “We saw different types of meat being exchanged for beef and being sold as beef,” he said. “It is a much greater problem than you might expect, and it will continue to grow.” He explained that marketing and the loss of visibility and control in supply chains have made it possible for meat to be exchanged for something else or added along the way. “Before when the supply chain was relatively short from the farmer to the consumer it was quite unlikely that there would be a substitution but that is not the case now, there is much more opportunity for a different product to find its way into the system.” His company is marketing a barcode with scanner that can be used to evaluate individual packages. Block chain technology offers brand owners a new means of sharing their product information and improving supply chain security he said.
“TruTag‘s edible barcodes act as the perfect crypto anchor offering unrivaled security and a unique ability to directly mark foods and food contract packaging,” said McDonough. McDonough said that what began as authentication technology for knock-off handbags and t-shirts has now moved into most areas of the market. “We see it in food,” he said. “It is particularly troublesome in pharmaceuticals where we now see drugs that might have no active ingredient or in the veterinary supply business.” He cites another example, of a flea collar that was sold promising 6 months of flea control. The product had no active ingredient and at the end of the 6 months the client brought the collar back to the brand name manufacturer. “The internet and marketing has allowed these kinds of people to be in business, our intent is to stop them in the food business,” he said
This November 7, 4-H Canada is calling on all supporters to share their 4-H pride by participating in Canada’s annual Show Your 4-H Colours Day. 4-H’ers across the country are encouraged to dig into their closets, pull out their favourite green clothing, wear it for the day, and join more than 32,000 4-H youth members and volunteer leaders along with tens of thousands of alumni, government leaders and partners in celebrating one of Canada’s leading positive youth development organizations. In addition to wearing green, as a proud 4-H’er you can show the world what 4-H means to you by visiting showyour4hcolours.ca. Here you can share your own stories, photos and videos on the impact of 4-H in your life and why you support 4-H in your community, in your country, and around the world. You can also demonstrate your 4-H pride by using the #ShowYour4HColours hashtag to share your thoughts and experiences. Show Your 4-H Colours Day on November 7 is just one of many activities taking place, with green continuing as the theme for the entire month of November. Landmarks across Canada including Toronto’s iconic CN Tower and Vancouver City Hall will be lighting up in green in support of 4-H. “Show Your 4-H Colours is the best possible way to share the positive impact 4-H has had on your life,” said 4-H Canada CEO, Shannon Benner. “We encourage everyone to get out into your communities and use social media to tell your story, so that others can learn about 4-H, its values, and our deep commitment to positive youth development.” To learn more about Show Your 4-H Colours Day, visit showyour4hcolours.ca or follow 4HCanada on Facebook, Twitter and Instagram using the #ShowYour4HColours hashtag.