From farm to table – food tracked by your mobile.
Mobiletech is the new technical partner in a Proof of Concept and Technology together with SINTEF? and Nortura. This was presented on Technoport?in October 2007 in Trondheim, and aims at providing more thorough and direct product information to the consumer, using mobile phones (MMS and mobile Web) . The concept is to gather information about a product, like Gourmet Lamb?, from the whole delivery chain, all the way from the farmer, through transportation, slaughter, packaging until the product ends up in the store. This data (tracking data) is combined with more general information such as identification of the farmer, quality measures of the product, local history and information about the area, food recipes etc., and then presented on mobile devices (mobile web) and traditional web. For the POC we chose to use Gourmet Lamb because this product comes lambs carrying a special GSM and GPS unit. This unit will continuously send GPS tracking data to a central database as GSM data, enabling us to draw a map with UTM coordinates of where the sheep has been walking all year!
To map all this data to one particular animal, we’ve branded the product with a 2D barcode DataMatrix? carrying a unique ID. The consumer can take a picture of this DataMatrix code and send it as an MMS to Mobiletech’s shortcode 2155. After decoding of the MMS picture/DataMatrix code, the consumer will receive a WAP Push, containing a link to the information about this particular product. Nortura has demonstrated how this solution may also be used to inform consumers of products which for any reason are taken off the market. The main objectives with the service are food tracking, food safety and attempt to close the gap between the producer (the farmer) and the consumer (customers buying food in a general store).
An example of information presented : Sheep from Skaraåsen?, Sheep from Raggsteindalen?, Barred product?.
Or send a picture of any of these to 2155 for a WAP link.
Nortura is the largest meat, egg and chicken producer in Norway.
SINTEF if the largest commercial research and scientific institution in the Nordic region.
This POC has also been on National Broadcasting : http://www1.nrk.no/nett-tv/indeks/111984