The potential is unlimited

JuicyChain is at the forefront of the drive to provide business transparency through blockchain technology. It tracks juice products from the farmer to the end consumer, allowing participants in the supply chain to not only say that a product is trustworthy - but to prove it too. Bart van Marseveen is an Innovation Strategist at technology partner Open Food Chain. In this short interview, he explains what the JuicyChain is and how it's built.
What's special about JuicyChain?
JuicyChain is the first blockchain prototype of its kind. Unlike most blockchains which focus on efficiency, JuicyChain focuses on traceability. It's a public, open source platform that any participant in the supply chain can join. The model is simple and scalable with interoperability at its core.
What's the benefit of an open / public plaftorm?
Trust is a key one because with no one entity in charge of facilitating sharing of data, it enables participants who do not know each other to get involved. The fact that the technology is owned by all and used by all keeps the cost of entry and participation low. And what I particularly like is that new and innovative features developed in one blockchain can be easily applied to another.
How easy / expensive is it for companies to join?
Connecting a company’s way of working to the blockchain can take as little as half-a-day with set up costs capped at EUR 5000. It doesn’t matter how large or small a company is, or how mature its IT system. JuicyChain is able to adapt the set-up accordingly so that any company can benefit from the possibilities of blockchain technology.
In terms of cost, once connected to the blockchain, the sharing of data is free. Founding members, Refresco, Eckes Granini and IDH have built this connection between producer, bottler, retailer and consumer already. It’s an investment they were willing to make to realize their vision of traceable juice. When others now join, they’re not investing in what has already been built, but in the further evolution of JuicyChain.
You mentioned interoperability. Why does this matter?
When data is published to the network, it’s time stamped, digitally signed and immutable. The data can be badged with an unlimited number of claims linked to any aspect of the production process; think farm level sustainable agricultural principles, social sustainability certificates or food safety and quality. These claims are all interlinked and accumulate as the product moves along the supply chain . Interoperabilitymeans that registered claims will integrate with any other badges, claims and blockchain systems. It’s key to maximizing success and setting an industry standard.
How does the consumer experience work?
As well as building the technology to link the different players in the supply chain. We’ve also created an app that brings the traceability story together on the consumer’s phone. The consumer scans a QR code on the product packaging and enters a unique identifier. This opens a screen where they can explore the journey their product has taken to reach the shelf. Each step of the chain has its own tab for the different supply chain partners to highlight the sustainability credentials of the product. The app reflects the branding of each individual brand owner.
What excites you most about JuicyChain?
The scalability. Apple and Orange were just the start and we’ve since shown that we can support multi-juice as well. More exciting is that the technology is not limited to juice. The opportunities to apply the JuicyChain features to other sectors such as fish, cocoa and soy – and vice versa - are endless. JuicyChain is a winning solution, if we involve more partners, we attract more investment, share the cost of innovation and the potential is unlimited.