Apps to let Chinese know food was made in Australia

CHINA'S 527 million mobile users are crying out for commercially available traceability systems, a leading app creator says.

Founder and CEO of Authenticateit, an advanced serialisation and track and trace solution to ensure product confidence, Gennady Volchek is bringing his ideas to a conference in Toowoomba.

Mr Volchek is just one of the many industry leaders and Australian business success stories, delegates at TSBE's 2015 Ag in the Asian Century Conference will hear from as the conference explores some of the emerging realities and opportunities to be found in the Asian Century.

"The future of the global food industry is the seamless integration of all links of the food supply chain from manufacturing right through to consumers, utilising exiting mobile infrastructure, new developments in cloud based IT technologies and consumer friendly mobile App's," Mr Volchek said

Gennady Volchek is the founder and CEO of Authenticateit.
Gennady Volchek is the founder and CEO of Authenticateit.

Authenticateit is revolutionising this idea, with a back-end platform allowing Australian businesses to manage their brand protection, regulatory compliance and supply chain integrity, while the front-end, a free Smartphone App, allows consumers to check product authenticity, safety, recall status, warranty information and access further information.

"With huge profits at stake, increasingly sophisticated food criminals are exploiting both Chinese consumer demand and authority's supervisory capacity issues in China to great effect," Mr Volchek said.

"Although imported products are in high demand, the key concern of an Asian consumer is, is the product they wish to buy safe and genuine?"

And while multinational companies have the financial capacity to develop systems to ward off this distrust, smaller SMEs have been at the mercy of food criminals and counterfeiters - until platforms like Auhenticateit.

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Mr Volchek said in a time where food security and origin confidence means so much to the Asian consumer, enabling brands to offer the consumer such peace of mind is invaluable.

The Authenticateit App is localised to a Chinese market, and this enables Australian brands to leverage the power of Chinese social media networks such as WeChat and Weibo to help with the education process, and provide an imperative part of the marketing and branding puzzle for Australian businesses looking to supply products to these consumers.

"Both Chinese consumers and Chinese authorities look extremely favourably on products that can be verified through traceability systems as 100 per cent genuine," Mr Volchek said.

"In China, the rapid expansion of e-commerce, the implementation of a new recall system and AQSIQ blacklist and new legal provisions for traceability in China's pending new food laws, are just several of the compelling reasons to implement a traceability system sooner rather than later."

To view the official program and register for the conference, visit agintheasiancentury.com.au - early bird discounts are available until 28 August.


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