Consumers increasingly demand access to precise and reliable information to make choices about their food, not just when it comes to safety but also the sustainability of the products they buy. Not only do they vote with their wallets, but they’re also increasingly likely to take to social media to make their feelings known. This presents a significant challenge to producers as supply chains become ever more complex. Ideally, full traceability is not limited to food origin but includes the complete history of food processing through multiple steps. The potential to record and verify every stage of a product’s journey from “farm to fork” is vast and with it the opportunity to provide consumers with everything they need to know about the origin, processing, and sustainability of their food. Bühler believes that effective collaboration and an authentic multi-stakeholder approach are crucial to bringing trust to the food industry.