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Food traceability: Keogh’s crisps (potato chips) actually means it.

Okay, I get it. Vacation posts are insufferable, but spare me just this one. Two weeks ago, my wife and I were in Galway, Ireland. Our timing was six hours off, so we got hungry at weird, inconvenient times. Enter the humble potato crisps (chips). The Keogh’s chips we’re really good, but lots of chips are tasty. What struck me was the label on the back. The bag had a feature they called “Spud Nav” that told me what field they came from (Malahide), what variety they were (Lady Claire), and who cooked them (Aneta). I went online and confirmed it. I could map them down to the field…it turns out the field is about 50km north of Dublin. We passed the farm as we took the train from Dublin to Belfast later that week. It seems to me that the ink jet label wouldn’t be that difficult, and if US-based food producers were really interested in food traceability, they could do it. Easily. Makes you wonder what they’re hiding, doesn’t it?

Photo credit: Lorne Campbell / Guzelian, Keogh’s

#marketing #foodtraceabilty #farmtofork

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