Where Does Traceability Work as a USP, Mr. Psomiadis?

CASH: Traceability is often promoted as a USP. But what does it actually offer consumers?

David Psomiadis: Traceability only matters to consumers when it is credible. Labels, certificates, and QR codes provide orientation – but not certainty. In global supply chains, documented origin alone is no longer enough. Current market research shows that traceability truly influences purchasing behavior: a 2025 BCC report indicates that more than 75 percent of consumers are willing to pay a premium for products with transparent origin and traceability. Scientific origin verification addresses exactly this point: it does not check what is written on paper, but what is contained in the product itself. Natural products carry a chemical signature shaped by the soil, climate, and environment of their origin. This signature can be measured analytically and independently verified. For consumers, this creates real added value: origin becomes verifiable rather than merely promised. Trust is not built through claims, but through evidence – and that is precisely what consumers increasingly expect from brands today.

And how does industry benefit, beyond complying with supply chain legislation?

Supply chain laws set the framework, but they do not create a competitive advantage on their own. Companies benefit when they can not only document origin but objectively prove it. Scientifically verified origin becomes not just an obligation but a strategic tool. It protects brands from fraud, mislabeling, and accusations of greenwashing – risks that can cause significant financial damage today. At the same time, it strengthens the credibility of quality and sustainability claims and creates differentiation in markets where products are becoming increasingly interchangeable. In short: companies that can prove origin reduce risk, build trust, and improve their position with retailers, consumers, and regulators alike.

How precisely can origin be verified in practice?

With modern analytical methods, origin can be verified with remarkable precision. Techniques such as stable isotope analysis and elemental profiling allow attribution at the country and regional level – and in many cases even down to specific growing areas or individual farms. We already apply these analytical methods together with numerous European retailers to scientifically validate geographic origin claims for regional fresh fruit and vegetables. A concrete example is our collaboration with Lidl Austria, where these analyses are used to independently verify declared origin claims and protect the credibility of “regional” throughout the supply chain. The decisive factor is the reference database. Environmental conditions leave measurable patterns in the product, which can be compared with extensive reference data. The denser and more global this database is, the stronger the conclusions. This is where globally connected laboratory networks like Oritain have a clear advantage: harmonized analytics, local expertise, and international reference data enable consistent origin verification across worldwide supply chains.

And how can AI support this?

As Paul Bentham, Chief Product and Technology Officer at Oritain, explains, analytical origin verification generates highly complex datasets. Without modern data analysis, much of this information would be difficult to use. AI is therefore not an add-on but a central component of modern systems. Within the Oritain network, AI models support the efficient evaluation of large data volumes, detect subtle differences between geographically or structurally similar regions, and significantly accelerate decision-making processes. They also strengthen risk analysis by making irregularities and deviations in supply chains visible at an early stage. The key point is this: AI does not replace science – it amplifies it. Combined with analytical testing, it makes origin verification scalable, robust, and practical for global trade.

Thank you for the conversation.

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