Cipriano Lopez

Katerina Philippou

Ricardo Punzo

Monique Chevalier

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Project objective

Design methodology

Systemic Design approach

Check-in meeting (calibration)

Design Thinking approach

Solution proposal and strategies

End-consumer user experience (UX)

Our mission:

Improve traceability in the food supply chain by i) connecting the systems and the data of the different traceability systems and ii) offer useful information to customers to improve their sustainable behavior and to create an emotional bond with sustainably produced food products.

According to Deloitte there are four steps to help companies get ready for FDA’s Food traceability rule

Systemic

Design

Design Thinking

Ideation

Problem

Solution

Diagnosis of territory

Best practice analysis

Problem identification

Solution development

Implementation

• Policy: They guarantee a binding legal status with regard to European agri-food laws. There are many rules at European level, while at national level (Italy), the PNRR is the most important national investment for the development of the sector.

• Industry: Seeds and agrochemical suppliers, farmers, land owners, transformers, heavy machinery and equipment, food producers, retailers, big and small sellers, investors, IT providers and developers coexist and work to make the supply chain more efficient and competitive.
  

• Organisations: NGOs, local goverments, think tanks, startups, incubators, acelerators, research & development centres and universities are also key players.
  

• Users: End consumers, households, as well as businesses like hotels and restaurants. Based on their habits, it is possible to understand, which are the elements of the supply chain that work best and which do not.
  

• Natural and Financial: The intricate food supply chain network is shaped by the fusion of natural resources and financial mechanisms. It is a dynamic and evolving ecosystem in which natural resources and financial capital converge to promote efficiency and sustainability.

• Human, Social, Cultural, Political: These elements intersect through knowledge, traditions, know-how and experience. This includes the technical and scientific knowledge that influences research and development associations and centres. The cultural aspect compensates for the high technicality and represents respect for traditions. The political area in which ideas, movements and forces are concentrated on several levels cannot be missing. The goals become concrete and are supported by laws at various levels.
  

• Digital: This area is developing into an increasingly complex reality with more information and data. Having the capabilities to manage this data is necessary to control this supply chain.
  

• Core: Transparency, traceability, and sustainability of the food system are complex areas that must be implemented as fundamental for safe, healthy, and sustainable food.
  

• Transcending paradigms: These are critical areas often overlooked in building an efficient food supply chain. Neglecting these aspects not only destroys sustainability efforts, but also perpetuates social injustices within the global economic system.

• Paradigms: The implementation of a modern supply chain requires changes in mentality. Embracing these changes fosters resilience and promotes sustainable growth in the interconnected global market.
  

• Goals: Achieving these goals not only ensures sustainability, but also supports ethical standards and consumer confidence in the industry.
  

• Self – organisation: Strengthening the supply chain is possible through comprehensive training initiatives. In addition, providing incentives can further motivate engagement and drive continuous improvement.
  

• Rules and Regulations: Binding and more stringent laws are needed to ensure high quality standards
  

• Information flow: Improving transparency and access to crucial information is key to improving efficiency and resilience within the supply chain.
  

• Balancing and Reinforcing feedback loops: Through these activities we can improve stability and promote a positive escalation within the supply chain.
  

• Constants, Parameters, Numbers: These initiatives promote inclusiveness, environmental sustainability and ethical practices within the supply chain ecosystem.
  

• Delays: Critical delays within the supply chain system can cause significant damage and disruption in all industries.
  

• Structures: By focusing on these issues, we can optimise efficiency, resilience and transparency in the supply chain ecosystem.
  

• Buffering capacity: By prioritising these measures, companies can improve resilience, minimise disruptions, and contribute to environmental sustainability in their operations.
  

Diagnosis of territory: Intervention Strategy, exploring the possibility space

Access to the Miro

findings

The process of this research, underscores the complex interplay between compliance, transparency, and technology within the supply chain.

By dissecting these pain points we identified the foundation upon which the safety, integrity, and resilience of the entire food system is built.

These insights serve as a compass for future research, guiding efforts towards innovative practices that can enhance traceability, consumer confidence, and ensure that the agrifood supply chain operates effectively and ethically in a globalized economy.

Culture & behavior, Technology, innovation and new business models are needed to gain momentum

The Fintech ecosystem is very active and can complement global initiatives that are already in place.

The Agtech ecosystem, has had significant growth and continues to increase in investments.

The potential tools or solutions available in the market seem to be disaggregated and not interconnected. Most of the initiatives are working in silos.

The FDA has created the framework and guidelines to define a traceability food system. It has worked with the Institute of Food Technologists IFT (100 relevant actors) and Global food traceability Center to promote open innovation challenges to scout new startups working in the subject.

A global traceability initiative has been launched in the Textile Industry by de UN “Sustainability pledge” with very well structure framework, governance, and architecture. The question is why we don’t see it as consumers / users in the market?

Feedback and direction:

• The back-end exploration and benchmark was in a good track

• Explore ways to connect or integrate different applications and technologies

• Look for potential end to end solution

• The front-end has to be developed and work on the consumer engagement – Phygital and UX

Next steps:

• After using a systemic design approach, we leveraged the design thinking methodology to converge and identify the problem
  

• Deepening our recognition of the problem by identifying the main actors and their needs in the supply chain

• Understanding the key technologies we could use to bring about a solution
  

• Brainstorming, in order to find a solution that is valuable for all actors
  

• Proposing a physical user experience that allows the end consumer to engage and understand all the previous steps in the supply chain.
  

Grower / Producer

Transformer

Manufacturer

Retailer

End Consumer

Grower

Giulio Contadino

Chief Agricultural Officer

Oversees all agricultural activities within the farm

Transformer

Luca Trasformatore

Head of Processing Operations

Oversees transformation process of raw material goods into processed items

Manufacturer

Francesca Produttore

Director of Supply Chain Innovation

Her role is to integrate innovative tools for traching and tracing

Retailer

Marco Rivenditore

Quality Assurance and Compliance Manager, Enforces regulation and standards across all products

End Consumer

Sofia Consumatore

Mother

Concerned about the traceability of the products she consumes

Insights

By capturing the perspectives of all players, we can design a solution that not only addresses the technical requirements of traceability but also aligns with the practical realities and constraints of each stakeholder.

Focusing on the commonalities and specificities in stakeholder needs, the solution can foster collaboration, compliance, and trust across the entire supply chain, ultimately leading to a system where traceability enhances value for all participants.

A key component is also to understand the role or job description of the personas across the chain in order to understand their skills and capabilities.

Through our analysis we identified an ecosystem where physical and digital technologies converge to provide a seamless framework for tracking and verifying the authenticity of products, services, and identities. The diagram shows key connections for potential integration points.

Conclusion

We must look into different platforms that are already applying these technologies in order to understand what is or is not working.

Understanding the variety and capabilities of these platforms is key to ideating the correct solution because it highlights the importance of interoperability, real-time data access, and the integration of different technologies for comprehensive supply chain visibility.

Therefore, this information will guide us to the development of a solution that can bridge gaps, enhance collaboration, and cater to the needs of the agrifood supply chain’s diverse stakeholders.

How can we connect different actors in the chain..?

Driving inspiration from open banking and decentralized finance (De-Fi), envisioning an open-model platform for the agtech sector involves creating a unified system that seamlessly integrates various actors in the chain.

Just as open-banking relies on APIs to enable third-party developers to build apps and services around financial institutions.

Our idea was an open model that leverages APIs for data scraping and exchange among several traceability platforms. Similarly borrowing from De-Fi’s ethos, the platform would operate on decentralized networks to democratize access to information and reduce dependencies.

This brainstorming led us to draw parallels between the transformative potential of an open banking platform and the solution we are trying to provide.

Main Benefits of an open model

• Increased transparency: Ensures clear traceability throughout the chain, enhancing food safety and quality control

• Open Innovation: Open APIs enable the development of new applications, leading to continuous tech advancements and better agricultural practices

• Inclusivity: Democratizes data access, which provides opportunities to grow the industry
  

our

inspiration

Main opportunities of an open model

• Smart contracts in Supply Chain: Blockchain-based contracts can streamline operations, ensuring efficiency and trust among the chain

• Predictive analysis: AI for analyzing big data can lead to improving supply chain forecasting anf mitigating risks
  

• Sustainable Practices: sharing network of information on sustainable practices and their impact can incentivize and guide others to change their practices
  

We want to explore an open solution inspired in the DeFi - Decentralized Finance and Open Banking

Using API scraping, we could collect data from different players in the market and create a new data and information layer.

Main Downsides of an open model

• Complexity & Integration challenges: Requires sophisticated technology that can be complex to integrate with existing systems

• Data privacy: Companies can share or expose their information if is mandatory or if there are the right incentives and trust among all players
  

• Dependency on current infrastructure: There is not a binding regulation for companies in the food value chain to share information like in the Banking industry
  

Conclusion

Is a good idea that could work, however at this point we don’t have the levers to push the initiative and we lack the technology know-how of the industry.

Therefore, we must continue our ideation process...

Moving on to the opposite side, our second brainstorm focused on what a closed model solution could look like.

Our inspiration was focused on different players in the food value chain and other industries like textiles and apparel are implementing applications that work well and could have a potential to scale and create more engagement with stakeholders.

Therefore, our solution is based on identifying the most complete and innovative platform already out there, in order to create a strategy to scale it.

Our closed model will be aimed at innovation, adaptability and transforming an existing solution.

How can we create a closed model solution..?

Main Benefits of a closed model

• Controlled data management: Tighter control over data privacy and security, reducing risks of breaches

• Consistency: Stakeholders will know what to expect in terms of output and efficiency - which is crucial for planning and operations
  

• Streamlines support: A centralized system enables quick resolution of issues and updates, minimizing bugs and downtime
  

Through our research we identified that the best and most complete platform out there is atma.io

Main opportunities of a closed model

• Industry needs: Offers more customized and targeted solutions that address the unique challenges of the sector

• Strategic Partnerships: The development and scaling of such a tool can lead to strategic partnerships with key industry players (including the government) creating a more cohesive ecosystem in the agriculture sector
  

• Innovation within boundaries: Development of highly specialized solutions that meet the needs of agritech system without the complexities of an open ecosystem
  

FAQs

Key features

www.youtube.com/watch?v=Fw5RyrJLvJw

A digital platform that captures the full chain of custody along the supply chain and get real-time insights into the flow of products. Collects and shares information about where and how products are made and what they are made of.

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atma.io enables tracking on a granular level which raw materials are used for production and capture the full genealogy of their products. As well as tracking, measuring, and analyzing the end-to-end carbon footprint for each product individually across the supply chain.

Traceability & transparency

Sustainability

& circularity

Consumer engagement

Powered by:

Key Technologies

Our proposal

Scale Atma.io by identifying a concise strategy in order to attract more players into the platform and therefore make it the main way to trace and track in the agrifood supply chain.

We will create a strong and appealing strategy that focuses on increasing the attractiveness of Atma.io

atma.io is a connected production platform powering a menu of third party front-end applications

Price

Detailed pricing information is not publicly disclosed, since they offer customized pricing based on the scale of deployment, the specific modules used, and the level of integration required for each actor within the supply chain. Interested parties are encouraged to request a demo or contact Atma.io directly for pricing details.

But first, we needed to understand

Why isn’t atma.io more diffused?

atma.io leverages various technologies such as QR codes, RFID, Bluetooth (IoT) and Cloud computing which offer several benefits like improved traceability, enhanced inventory management, and better customer engagement. However, there are a few gaps/ issues present within this platform...

Gamification

Leverage intrinsic motivation, and foster engagement through elements like rewards, competition, and progress tracking. Incorporating game-like features creates a sense of achievement and encourages continued participation.

Leaderboards:

Implement leaderboards to showcase top contributors or organizations based on their tracking and sustainability efforts. This can foster healthy competition and motivate users to actively participate in the platform.

Quests and Missions:

Design interactive quests or missions that guide users through different aspects of the supply chain process. For example, users could embark on a "sustainability quest" where they track and optimize the carbon footprint of a specific product from raw material sourcing to delivery.

Social Collaboration Features:

Integrate social features such as forums, discussion boards, or collaborative projects where users can share best practices, insights, and success stories related to sustainability and supply chain management. Encourage peer-to-peer learning and networking within the platform.

Incentives

Leveraging Mastercard, one of the main partners of Atma.io, we can use their cashback rewards system for encouraging more players to join Atma.io

Some possible cashback programs could be...

Easy access

We propose a few changes on the User Journey of the platform in order to increase the ease-of-entry of the users throughout the supply chain

Direct call to action

Reducing steps enhances the user experience by minimizing cognitive load, and improving completion rates allowing the user instant gratification through completing their subscription

Pricing models

These models are better for ease of entry because they offer simplicity and clarity to customers, making it easier for them to understand and choose the right option. Bundled pricing includes several features in a single package, eliminating the complexity of choosing individual components and ensuring transparency in pricing

A platform that unlocks the power of connected products providing unparalleled end-to-end transparency and tracking

Request a demo

Solution Development: Strategy #3

When it comes to the end consumer...

Physical UX

Implement a Traffic Light System on food product labels to indicate the level of traceability and auditability in their supply chain

Implementation:

• Regulatory Framework: Collaborate with government agencies and industry stakeholders to develop and implement regulations mandating the inclusion of the Traffic Light System on food product labels.
  
• Public Awareness Campaign: Launch a comprehensive public awareness campaign to educate consumers about the significance of the Traffic Light System and how to interpret the labels effectively.
  

When it comes to the end consumer...

Digital UX

Atma.io engages with the end-user through their partner Smart Label, which has several digital features such as QR code scanning, nutritional value information of products, access to critical events along the supply chain and product recall information among others. We suggest enhancing those by implementing ...

Community Forums and Reviews:

A community platform within the app where users can share their experiences, ask questions, and leave reviews about products they've traced.

Personalized Recommendations:

Utilize machine learning algorithms to analyze consumer preferences and purchasing history to offer personalized product recommendations.

Augmented Reality (AR) Integration: Allows consumers to scan smart labels using their phone camera and instantly overlay information about the product's origin and ingredients directly onto the physical product packaging.

Integration with Third-Party Apps: Partnerships with other platforms related to health, wellness, and sustainability to integrate tracing capabilities seamlessly. For example, integrating with fitness apps to provide meal planning based on traced products.

Thank you

Cipriano Lopez

Katerina Philippou

Ricardo Punzo

Monique Chevalier