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"You decide how you tell the story of your brand"
VHS cassette, fax, disc, landline telephone and a paper map of Berlin on one side of the diagram. And on the other? The smartphone. Packed with news, social media posts, videos, podcasts, clouds. "A change at the speed of light," said Patrick Kelly, founder of Aglife Media, Inc and host of The Produce Industry Podcast. His session at the Fresh Produce Forum on "Digital innovations redefine the supply chain" started at the end of the chain, with customers and consumers.
The digital world is also changing communication, marketing and advertising. "We no longer wait for the newspaper at 6 a.m.," said product and supply chain expert Kelly. Instead, customers can be reached worldwide and theoretically everywhere. And "you can see exactly: Who has read or looked at where, what, for how long." Specific markets can be targeted.
Combining print and social media
According to Kelly, this makes everyone more than just a point in the huge global mass along the supply chain. "You determine how you tell the story of your brand. Show where you come from, who you are and what your vision for the future is." Videos are particularly important because "seeing is believing". Kelly does not want to completely write off traditional print media. However, he would rather use it for unique campaigns and designs - and in combination with social media. "Print still has a high emotional value and a different depth, it stands for exclusivity and longevity," says the expert.
Frederico Tavares, who is responsible for international fruit trade at the American Crown Global Corporation/UGBP USA, brought along examples from everyday life along the supply chain. He asked ginger and papaya producers in Brazil how they would particularly like to be supported by digitalisation. The answers range from paperwork and the tedious manual inputting of data to a lack of transparency and inefficient communication between suppliers and customers to the fact that these problems lead to delays and food waste.
New sales markets thanks to data analyses
Tavares explained how digital solutions can help with ginger exports, for example. Using the Observatory of Economic Complexity (OEC) data platform for international trade data has helped him with targeted planning, identifying sales markets and transport issues. "You understand the connections and you are shown a direction that is worth going in," he said. Once the goods are on their way, the Maersk Captain Peter tool helps to track the containers precisely, determine arrival times and address any problems on the ship.
Digital technologies also help producers. For example, Tavares reports on papaya farmers in Brazil who use a management and control system to track every fruit from harvest to final delivery. Controlling and warehouse management are also carried out using this system. "The future of the food industry depends on the ability to adapt to changing customer requirements and technological advances," said Frederico Tavares. Digital innovations are redefining the supply chain by enabling faster, more efficient and more transparent communication between suppliers and consumers.