Supply chain transparency for beef and dairy products enables consumers, retailers, and regulators to make informed decisions based on verified welfare information rather than marketing claims.
Supply chain opacity allows welfare claims to go unverified and genuine welfare investment to be undervalued in the market. Transparency infrastructure that enables verification of welfare standards from farm to retail creates accountability and enables market rewards for genuine welfare investment. Consumers who can verify what they are told about welfare make better-informed choices; retailers who can verify their supply chain claims make more credible commitments.