Decomoditizar (parte VIII)

Em sintonia com a parte VII seguem-se textos que representam sintomas das mudanças em curso e que podem servir para dar poder negocial aos pequenos produtores que apostarem na autenticidade:

"“What we eat and where it comes from, generally, we don’t know any more. It’s a very complex web. Every time you have a transaction [in the supply chain], there’s another opportunity to cheat.” And every week his lab picks up several cases of food fraud happening somewhere in the world. “If we think about Europe first of all,” Elliott says, “we pick up more and more reports now about the mafia getting involved in criminal activity in food. Part of that is because in other areas of criminal activity they’ve been involved in, they’ve been clamped down on.”
...
Tomato juice is usually adulterated by diluting a famous brand name with a cheaper product. Chocolate, coffee and cookies are also targets, says Vansteenkiste. This spread of fraud poses a particular brand risk to companies with established reputations. In response to the horsemeat scandal, PwC, the financial consulting firm, introduced a food-supply-chain consultation as one of its services, and has estimated the global trade in food fraud to be worth around $40bn a year. Hans Schoolderman, European leader of PwC’s food supply and integrity services, says: “Companies think, ‘It won’t happen to me — it will happen to another.’” But the multinational companies that PwC works with need to be aware of the risks: “How are you negotiating contracts with your suppliers — are you putting suppliers under pressure, and could that trigger fraud? It’s about asking your suppliers to provide you with information, it is nitty-gritty and it’s not an easy task.”"

Trechos retirados de "The fight against food fraud".

"The food industry is in the midst of a revolutionary change and the growing call for transparency has become unmistakable. The concepts of transparency and real food are tangible values that more and more consumers are seeking. People are increasingly demanding to know where their food comes from, how and where it’s grown and why certain ingredients are used. They now expect this kind of information to be accessible at the touch of a button. The question is no longer if companies should disclose the details of food ingredients, but how."

Trechos retirados de "How Purpose Is Informing Transparency In The Food Industry"