Press Release
Introducing the OnTrace Verified Network
A secure, online traceability service that can verify food sources
GUELPH, ON – April 7, 2011 – OnTrace Agri-Food Traceability (OnTrace) today announced it will launch the OnTrace Verified Network, a new 'inter-party' traceability service that will enable source verification of food from farm to point of purchase.
"The OnTrace Verified Network provides an affordable inter-party traceability tool with real business value. Food source verification delivers benefits to all stakeholders in the food chain," said Brian Sterling, CEO, OnTrace. "So we are encouraging all sizes and types of agri-businesses to become members and to utilize the OnTrace Verified Network with their partners. Strength in numbers will make this service an efficient, economical tool that provides open and secure exchange of information between agri-food business partners."
With the OnTrace Verified Network, producers, processors, distributors, truckers, retailers and other partners can become members and access the service online – there is no software to purchase.
Benefits
- The OnTrace Verified Network can be utilized to help reduce business risk and streamline access to critical information in the event of a recall.
- The service works for businesses of all sizes and is of particular value to business that may not be able to afford specialized electronic data exchange software.
- Members will have the capability to verify brand claims using the data they exchange and permit their partners to access.
- The degree of data transparency is determined by the owners of the information, if the data owner chooses, the information can be used to support marketing claims and verify the source of a product.
- The OnTrace Verified Network will enable business partners to link the information they have concerning shipments and movement of products, thereby increasing their capability to improve materials management.
- The service will simplify communications between one part of the food chain and another. OnTrace envisions that consumers and farmers will eventually be able to connect easily with each other through the network. Producers can then readily access direct feedback from consumers, and consumers will be able to see more information about what they eat.
- Consumers will also come to appreciate the OnTrace Verified symbol to help them easily identify locally sourced products.
Membership
The "inter-party traceability system" will be the engine under the hood of the OnTrace Verified Network. To make the network function most effectively, OnTrace is seeking participants.
Businesses interested in an early glimpse of the online service can become a member now and explore the OnTrace Verified Network by visiting www.ontrace.ca and following the link to the OnTrace Verified Network sign up page. Becoming a member now and using the available tools is free of charge.
Availability
The OnTrace Verified network goes live in June 2011.
About OnTrace
OnTrace is the industry-led not-for-profit corporation created to lead food traceability programs and initiatives.
OnTrace's goals are: to deliver traceability solutions that will enable the agriculture and agri-food industry in Ontario to become more innovative and competitive and; to strengthen the capacity of industry and government to respond to emergencies related to agriculture and agri-food welfare and public safety.
OnTrace is located at: 1030 Gordon Street, Suite 202, Guelph, ON N1G 4X5. Their contact coordinates are: phone 519.766.9292; fax 519.766.1313. For further information, visit: www.ontrace.ca.
Media Contact:
Peter Donato
Special Assignment Inc.
416.964.6118
donato@specialassignment.com