AgriFood supply chain traceability: data sharing in a farm-to-fork case

Purpose Traceability of food is of paramount importance to the increasingly sustainability-conscious consumers. Several tracking and tracing systems have been developed in the AgriFood sector in order to prove to the consumers the origins and processing of food products. Critical challenges in realizing food's traceability include cooperating with multiple actors on common data sharing standards and data models. Design/methodology/approach This research applies a design science approach to showcase traceability that includes preharvest activities and conditions in a case study. The authors demonstrate how existing data sharing standards can be applied in combination with new data models suitable for capturing transparency information about plant production. Findings Together with existing studies on farm-to-fork transparency, our results demonstrate how to realize transparency from field to fork and enable producers to show a complete bill of sustainability. Originality/value The existing standards and data models address transparency challenges in AgriFood chains from the moment of harvest up to retail (farm-to-fork) relatively well, but not what happens before harvest. In order to address sustainability concerns, there is a need to collect data about production activities related to product quality and sustainability before harvesting and share it downstream the supply chain. The ability to gather data on sustainability practices such as reducing pesticide, herbicide, fertilizer and water use are crucial requirements for producers to market their produce as quality and sustainable products.