How does coffee make it to your mug? An Israeli startup uncovers the trail
Brandmark’s app provides transparency to reveal coffee traceability, uncovering its route from the field to your kitchen
Orna Yefet | 10:24 16.11.2020
There’s a new consumer technology that aims to increase the transparency of every product’s journey to store shelves. The project aims to provide all the information at the press of a button, including a product’s source and its supply chain, from the raw product right up to the finished version. Gilad Waksman, Michael Bar-Zeev, and SNE Trust real estate entrepreneur Daniel Rosenfeld are the people behind Brandmark, which began in part as a collaboration between the Japanese corporation Emurgo Ltd. and the Israeli startup. The platform is based on blockchain technology, and developers say that for the first time reliable product information, in line with FDA regulations, will be revealed by simply scanning a barcode.