Consumer ask for transparency

Food stickers may say “Mexico” or “Colombia,” but those are big places, and labels like this don’t give much insight, says The Tech Crunch. The information isn’t available. Companies aren’t often open to share their products sources, and when the marketing facade falls down, scandals often emerge. Nowadays, consumers are holding companies accountable, and expect simplified and transparent supply chains, which has enabled the farm-to-table movement to take off.

After numerous food scandals, the importance of supply chain transparency is a recent phenomenon, according to Steve New, an Associate Professor in Operations Management at the University of Oxford. The farm-to-table movement has gained many followers. Organic products come directly from a farm to a consumer, and cuts the supply chain down to only two. The movement gives consumers the ability to feel a connection with the farmers, and creates trust that their goods are produced in a safe and ethical way.

Fast growing number of farmers’ markets

According to the United States Department of Agriculture, the number of farmers’ markets in the U.S. has risen from 1,755 in 1994 to 8,476 in 2015. Farmers can also deliver fresh products by shipment. Companies like Bucky Box provide farmers with software to easily deliver fresh food products directly to customers.

It is clear that smaller, more transparent supply chains benefit consumers, farmers and companies alike. When a supply chain is transparent, farmers work in the public eye and receive fair wages, while working in safe conditions. Businesses have less product damaged in more direct supply chains and can brand their products as ethical, which increases their value. And finally, consumers benefit by receiving a fresher, healthier and more ethical product.