B2B online marketplace ShelfNow announces the launch of blockchain integration throughout its intelligent platform to become the world’s first blockchain-enabled marketplace, promoting transparency, sustainability, accountability and ethical operations.

In partnership with Trackgood, a New Zealand software company, ShelfNow is introducing blockchain capabilities to its platform to optimise transparency and ethical practices for its producers and buyers. By scanning a QR code on their smartphones, buyers can discover the places and faces of those involved in the supply chain. Available documents include images of the production process, profiles of those involved, quality certificates, lot numbers, and travel documents. The certified public information is counterfeit-proof due to the symbol blockchain protocol, whose operational function is a cryptographic hash that confirms authenticity.

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For producers, the company is launching a programme to support its producers to implement blockchain into their operations as part of its continued efforts to support SMEs. Furthermore, buyers can also utilise the data-led marketplace to tailor their search for producers that share the same principles as them.

Caffè Barbera is one of the ShelfNow producers optimising its presence on the marketplace through the introduction of blockchain transparency. Elio Barbera, Managing Director of Caffè Barbera, commented: “Blockchain has enabled us to validate our supply chain and share the journey of our coffee – from the plantation to the cup – with our customers. ShelfNow is a fantastic partner to work with as it provides us with the guidance to modernise our practices, as well as ensuring that buyers that share our ethical principles can easily find our products on the marketplace.”

With a 230% rise in the number of organic, fair trade and sustainable brands on the platform over the past year, ShelfNow prioritises partnerships with ethical producers. Blockchain will enable producers to provide evidence for ethical claims in the most reliable and transparent way.

Philip Linardos, Co-founder and CEO of ShelfNow, said: “As consumers are becoming more aware and interested in ethical brands, there is a greater demand from buyers to work with transparent and ethical producers. The integration of blockchain technology will allow us to lead the way in enabling our buyers to discover like-minded producers and see proof of ethical claims that brands make. Furthermore, we are excited to be launching a programme to support our producers to introduce blockchain technology into their small businesses – something that would be difficult for SMEs without our support.”

John Hussey. Founder of Trackgood said: “It is not good enough for brands to have sustainability strategies alone as they increasingly need to be showing consumers what they are doing for society and the environment. A staggering 95% of 5,300 home and family products struggle to substantiate their ethical production claims and 88% of consumers want brands to help them improve their social and environmental footprint. With Trackgood, businesses can provide transparent insights on their supply chains and showcase the positive impact they are having in supporting ethical and sustainable production.”