Seventy-nine percent of consumers believe it’s important for brands to provide guaranteed authenticity, according to a recent IBM and the National Retail Federation survey. Fifty-seven percent are willing to change their purchasing habits to help reduce environmental harm. Clearly, in a crowded market where brand differentiation is essential, food brands can benefit by informing consumers […] The post Made in Umbria: IBM Food Trust helps certify food authenticity appeared first on Blockchain Pulse: IBM Blockchain Blog.
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