'Trace My Fries' is an initiative launched by frozen potato supplier Lamb Weston. In order to satisfy the growing demand for greater brand transparency, Lamb Weston has devised a way for customers to digitally trace the origin of the foods they are eating.
The Trace My Fries initiative consists of supplying customers with 20-digit codes that can be used to trace the origin of their meal. To implement the technology, restaurants supply their customers with a small pamphlet that lists the digital code for the product they are eating. Customers can then input the code into the Trace My Fries website to figure out the origin of the ingredients. This kind of transparency not only encourages brand interaction, but it can also builds credibility.
With a growing number of customers wanting to know exactly where their food is coming from, this initiative helps to meet the demand for greater transparency.