New Zealand: Underpinning Fresh Produce Traceability by Adding Extra Layer of Scientific Validation

By Hortidaily

A New Zealand based scientific traceability company says businesses need to be aware of the risks of counterfeiting and fraud in fresh produce, as agricultural exports de-commoditize in favor of brand premium products, reports Hortidaily.

“Australian (and New Zealand) agriculture continues to grow in export markets,” said Oritain Global Ltd. Business Development Manager Gordon Fisher. “We are regarded as clean and green, with high-quality and food attributes that allow us to price it up to premium, and not compete on price. With the more claims that brands are making, of course, the risk of counterfeit also grows. The numbers for food fraud globally is estimated to be huge, it’s a massive problem in export markets. Another interesting point is that brand origin is a major purchasing driver.”

Oritain, whose name stems from the phrase ‘proving origin, protecting reputations’, was formed in Otago in 2008. Fisher says the company’s vision is to become the world’s most trusted company at verifying scientific origin.

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