•Consumers’ demand for “sustainably produced animal products” and Producers’
profitability to keep “producing animals sustainably” has to be compatible.
•What is required to develop a “sustainable supply chain of animal products”?
ü Regulation / Legislation?
ü Marketing?
ü A new business model / system?
•Freely describe any potential solution you come up with.
In the foregoing lessons, we know how unpredictable it is today, in this modern world,
while diseases, natural disaster risk our food supply chain, but livestock directly harms our
health by deteriorate our environment in a long run. “Producing animals sustainably” seems
difficult before technology welcomed in the food supply chain. When you go to the
supermarket to buy fish, there are probably many types of fish. However, we are facing a real
problem is, you won’t know where is the fish come from, who caught it, whether they caught it
in a sustainable way, how it was stored during the transportation. That’s not just about fish, but
almost the daily food we eat. It is a need in changing the legislation then marketing to educate
people to use technology in saving our food supply chain. What I want to specifically mention
here is the support from the government and using the new Blockchain to change the situation.
Using blockchain technology can track the journey of food from where it is come from to dinner
plate. There are three things that we need to solve to develop a “sustainable supply chain of
animal products”: Verify – verify the transparency and ethical productions claims in a data-
based; trace – trace supplier throughout their supply chain and give customers true information
and choice whether they would like to choose that products or not; share – all the information
is public and can be shared among community. The role that government plays is essential by
enforcing retailing stores or supplier to be more serious and ethically produce food in a