- Published on: Monday, October 25, 2021
Grands Moulins de Paris uses blockchain to ensure the transparency of food products. Thanks to the FoodTech start-up, the Francine brand can thus demonstrate the organic and French origin of its wheat.
According to a Kantar study from April 2021, French consumers are increasingly sensitive to companies’ CSR commitments.
Francine: three key commitments
In January 2021, Grands Moulins de Paris, a company of the cooperative group VIVESCIA, unveiled its new platform and its new motto: “a pinch of daring, a choice for the future”. New signature, new graphics, new opportunity for the brand to reaffirm its foundations through key commitments: transparency, truth and meaning.
The “at the table” project is fully aligned with the company’s CSR policy, through three pillars: eating a balanced diet, improving quality of life and contributing to a healthier future. Founded in 1919, the company, a “key cog” in the wheat industry, now has 1,000 employees. Since March 2021 it offers “the first totally transparent organic wheat flour”.
The traceability of the products offered is therefore essential to gain the trust of customers. More and more brands are making the decision to tag a QR code to demonstrate their commitment to product traceability. Grands Moulins de Paris, owner of the Francine brand, thus highlights its technology allowing this: the blockchain.
What is blockchain?
Literally “blockchain”, it is a massively duplicated database on which the cryptocurrency Bitcoin is based. More generally, it is a distributed ledger that records data without a central authority. Public blockchains motorize altcoins with records massively distributed and open to all: private blockchains can be consulted exclusively between predefined actors, as in a group of companies for example.
“Traceability with blockchain ensures that everything that the products promise on the packaging is authentic. And the beauty of this system is taking into account information that already existed in the company. Connecting Food also allows us to highlight all actors in the supply chain, from fork to fork, ”says Claire Madoré, marketing director for the miller.
For consumers, key traceability data for a Grands Moulins de Paris product is based on information related to wheat delivery, supplier identity, quality, wheat processing date and bagging. When the consumer has scanned the QR code labeled on a Francine product package, a web application opens with all the information regarding the traceability of said product.
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