“We’re starting to see more demand from the consumer side for transparency into what’s happening in supply chains, and this phenomenon started with food,” James-Lubin said. “In the grocery store, you may see labels saying things like product from Argentina or Australia, or organic, and people used to take the retailer’s word for it. Now they want to know what it actually means – which farms did the food come from, what has happened to these products along the way.”
