Red Blossom Farms launches on-line traceback system
Red Blossom Farms launches on-line traceback system
Salinas, CA-based Red Blossom Farms has introduced a web-accessible traceback system just in time for spring and peak strawberry season.
Red Blossom has taken the industry standard into the electronic age by launching its own traceback web site, www.rbtrace.com. Customers at all levels of the distribution chain can input a clamshell's traceback code on the site and instantly receive a detailed report of that product's source. The traceback system can be accessed directly from the web site listed on the bottom of each clamshell and also from www.redblossom.com.
Red Blossom Farms President David Lawrence said that the previous industry standard was to track strawberries by the carton.
"In light of the recent foodborne illnesses, we felt it was imperative that we have the ability to trace each individual clamshell throughout the distribution chain," Mr. Lawrence said.
Mark Murai, president of the California Strawberry Commission and longtime strawberry grower, said in a statement that "pinpoint, accurate traceback systems ensure a rapid response to any concerns" and that traceback is "vital to the success of any food-safety program."
Red Blossom has teamed with Agricultural Data Systems as the software and technology provider. ADS' traceability software and integrated, handheld scanners have streamlined the data capture and enabled the system to be implemented in the field.
Every Red Blossom clamshell will have a coded label on the bottom. Purchasers can trace that product's code to reveal the city, state and ranch where the berries were picked as well as the grower, crew name, strawberry variety and pick date.
An on-line traceback system is friendly to consumers and retailers. Anyone with a Red Blossom clamshell and access to a computer can track that clamshell's product back to its source. The number on the clamshell is a "human read" number that doesn't require a reader or scanner to read it, Mr. Lawrence said. The number is pre-applied on the clamshell before it goes to the field.
The www.rbtrace.com web site also will provide additional information about Red Blossom Farms and its extensive food-safety program, as well as links to Red Blossom's home page and company contacts.
"We've been pushing to get an on-line system up and running this season because we believe in the importance to not only protect Red Blossom growers in the case of an outbreak but also to protect consumers and the entire industry by quickly isolating any problems," Mr. Lawrence said.
He added that an effective traceback system would create confidence among consumers, regulators and Red Blossom's customers that the company is working hard to be at the forefront of food safety.
"It's (traceback) better for the industry as a whole, and we're happy to share any information" with the fresh produce industry on using the system, Mr. Lawrence said.
ADS has been fielding a lot of inquiries from the strawberry industry as a result of Red Blossom's implementation of the system.
Mr. Lawrence said he has received "very positive feedback" from Red Blossom's customers.
Red Blossom has taken the industry standard into the electronic age by launching its own traceback web site, www.rbtrace.com. Customers at all levels of the distribution chain can input a clamshell's traceback code on the site and instantly receive a detailed report of that product's source. The traceback system can be accessed directly from the web site listed on the bottom of each clamshell and also from www.redblossom.com.
Red Blossom Farms President David Lawrence said that the previous industry standard was to track strawberries by the carton.
"In light of the recent foodborne illnesses, we felt it was imperative that we have the ability to trace each individual clamshell throughout the distribution chain," Mr. Lawrence said.
Mark Murai, president of the California Strawberry Commission and longtime strawberry grower, said in a statement that "pinpoint, accurate traceback systems ensure a rapid response to any concerns" and that traceback is "vital to the success of any food-safety program."
Red Blossom has teamed with Agricultural Data Systems as the software and technology provider. ADS' traceability software and integrated, handheld scanners have streamlined the data capture and enabled the system to be implemented in the field.
Every Red Blossom clamshell will have a coded label on the bottom. Purchasers can trace that product's code to reveal the city, state and ranch where the berries were picked as well as the grower, crew name, strawberry variety and pick date.
An on-line traceback system is friendly to consumers and retailers. Anyone with a Red Blossom clamshell and access to a computer can track that clamshell's product back to its source. The number on the clamshell is a "human read" number that doesn't require a reader or scanner to read it, Mr. Lawrence said. The number is pre-applied on the clamshell before it goes to the field.
The www.rbtrace.com web site also will provide additional information about Red Blossom Farms and its extensive food-safety program, as well as links to Red Blossom's home page and company contacts.
"We've been pushing to get an on-line system up and running this season because we believe in the importance to not only protect Red Blossom growers in the case of an outbreak but also to protect consumers and the entire industry by quickly isolating any problems," Mr. Lawrence said.
He added that an effective traceback system would create confidence among consumers, regulators and Red Blossom's customers that the company is working hard to be at the forefront of food safety.
"It's (traceback) better for the industry as a whole, and we're happy to share any information" with the fresh produce industry on using the system, Mr. Lawrence said.
ADS has been fielding a lot of inquiries from the strawberry industry as a result of Red Blossom's implementation of the system.
Mr. Lawrence said he has received "very positive feedback" from Red Blossom's customers.
