graphconnect europe 2016 - building consumer trust through transparency, compliance and...

Building Consumer Trust through Transparency, Compliance and Sustainability in the Food Industry

Julien Durand, Product ManagerJulien Mazerolle, VP Engineering

What’s the cost of a recall?

Average Cost $10M

…”it was found that the average cost of a recall of food and consumer product companies is $10 million, in addition to brand damage and lost sales. Needless to say, this study could not attempt to calculate the tremendous human costs involved in some product recalls”. – Deloitte, 2009: Recall Execution Effectiveness: Collaborative Approaches to Improving Consumer Safety and Confidence

What’s the cost of a recall?

CMG (Chipotle) stock price

What’s the cost of a recall?

CMG (Chipotle) stock priceand “Chipotle E. coli” searches on Google

Is Consumer Trust at Risk?

Wholeheartedly trust safety

Wholeheartedly trust quality

Consumers Want More Information

Say it’s important to know what’s in their food

Say they’re not provided enough information

Consumers Want More Information

Don’t trust the information on food products labels

Better Information Drives Increased Trust (& Sales)

More than 40% of consumers would be willing to pay more for more information

Discovering the Supply Chain

Suppliers?Ingredients?

Country of Origin?Certifications?

Discovering the Supply Chain

Suppliers? Ingredients?

Country of Origin? Certifications?

Visibility

Ensuring Compliance

Risk and Compliance

Visibility

Searching for impacts

Search

The technical challenge for building supply chain transparency

2-tier supply chain is EASY to manage

SQL databases• Well suited to handle 2-level

relationships• Simple queries

OneBrand

Pizza

Dough Tomato sauce Mozzarella

Brand Owner

Manufacturer

:Company

:Catalog

:Product

:Recipe

:Ingredient :Ingredient :Ingredient

Variable Tier supply chain is COMPLEX to manage

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V3 challenge

• Variable number of INGREDIENTS per level

• Variable number of LEVELS per ingredient

• Variable number of SUPPLIERS per ingredient

OneBrand

Pizza

Dough Mozzarella

Brand Owner

Manufacturer

:Company

:Catalog

:Product

:Recipe

C CompanyF FacilityP ProductI Ingredient

C1 F1 P1

I2I1 I3

:Ingredient :Ingredient :Ingredient

:Supply

2 suppliers

Tomato sauce

Example: find all products with « tomato »SQL database case

• Complex query • Tomato: at different levels depending on the product• Tomato: in intermediate products (tomato sauce), not explicitly included

• Need to ‘simulate’ a graph in SQL database: complex update

• Execution time with • 1 B+ nodes?• 10 000 users?

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Example: find all products with « tomato »NEO4J case

• Language and functions suited to manage graph queries

• Underlying optimization handled by the graph database

• Scalable to more than 1 B+ nodes18

MATCH (n:Ingredient|ReferencedValue:‘tomato’)<-[Recipe]-[:Product]<-[s:Supply]-[]<-[:Supply]-[:Ingredient]<-[:Recipe]-[p:Product]<-[:Catalog]-[c:Company|Name:’OneBrand’]

Search for tomato

In any recipe in supply chain

Leading to a catalog product

Demo

Everyone has a Private Workspace

Collaboration Workspace

Private Workspace

Collaboration Workspace

Publish

Invite

Publish selected information to network members above in

supply chain

Securely manage own information on products,

ingredients, raw materials, etc.

Collaborate with invited network members

Tier 1

Company

Tier 2

Everyone is the center of its own network

Consumer Trust Drivers

Quality

InformationTracking

Country ofOrigin

LabelAccuracy

Standards forCertifications &

SocialResponsibility

Ingredients &Raw Materials

Consumer Trust Drivers

Compliance

Transparency

Sustainability

Consumer Trust Drivers

ConsumerTrust

Compliance

Transparency

Sustainability

Thanks!Julien Durand julien.durand@traceone.com

Julien Mazerollejulien.mazerolle@traceone.com

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