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Using the Transparency of Supply Chain Powered by Blockchain to Improve Sustainability Relationships with Stakeholders in the Food Sector: The Case Study of Lavazza

Author

Listed:
  • Patrizia Gazzola

    (Department of Economics, University of Insubria, 21100 Varese, Italy)

  • Enrica Pavione

    (Department of Economics, University of Insubria, 21100 Varese, Italy)

  • Arianna Barge

    (University of Gastronomic Sciences of Pollenzo, 12042 Cuneo, Italy)

  • Franco Fassio

    (University of Gastronomic Sciences of Pollenzo, 12042 Cuneo, Italy)

Abstract

Food product safety and quality are considered to be of the utmost significance on a global scale. Highly publicized food safety incidents have significantly increased public interest in food traceability, defined as “the ability to track any food, feed, food-producing animal or substance that will be used for consumption, through all stages of production, processing, and distribution” (European Union). The World Health Organization (WHO) suggests that governments, producers, and consumers work together to ensure food safety, which calls for the dissemination of pertinent information throughout complex food value networks. Therefore, it is in the best interest of profit-driven businesses to implement information systems for tracking food goods, a significant byproduct of which is the likelihood of increased profitability. This paper aims to explore the ample possibilities for such implementations that are now available thanks to blockchain technology. In particular, the goal is to explore the dynamics of this technology and identify how it helps to create good customer relationships. For this purpose, the case of Lavazza, an important Italian roasted coffee company that has recently introduced a blockchain-tracked product to the market, is analyzed in detail, including all the steps that made the application of the technology possible and how it was finally communicated to the consumer. The case study offers a concrete example that resulted from both stakeholders’ internal need for greater traceability and consumers’ external need for greater transparency regarding the company’s sourcing processes. In this pilot project, collaboration among all the entities that are part of the chain was essential to delivering a formative, customized, and ultimately, easy-to-understand experience to the end consumer. Finally, Lavazza is an example of a company that decided to challenge itself by following a trend that will be increasingly present in future socioeconomic scenarios.

Suggested Citation

  • Patrizia Gazzola & Enrica Pavione & Arianna Barge & Franco Fassio, 2023. "Using the Transparency of Supply Chain Powered by Blockchain to Improve Sustainability Relationships with Stakeholders in the Food Sector: The Case Study of Lavazza," Sustainability, MDPI, vol. 15(10), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:7884-:d:1144931
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    References listed on IDEAS

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    1. Patrizia Gazzola & Enrica Pavione & Stefano Amelio & Martina Mauri, 2024. "Sustainable Strategies and Value Creation in the Food and Beverage Sector: The Case of Large Listed European Companies," Sustainability, MDPI, vol. 16(22), pages 1-16, November.
    2. Yuemei Ding & Dequan Zheng & Xiaoyu Niu, 2023. "Collaborative Green Innovation of Livestock Product Three-Level Supply Chain Traceability System: A Value Co-Creation Perspective," Sustainability, MDPI, vol. 16(1), pages 1-28, December.
    3. Diana-Cezara Toader & Corina Michaela Rădulescu & Cezar Toader, 2024. "Investigating the Adoption of Blockchain Technology in Agri-Food Supply Chains: Analysis of an Extended UTAUT Model," Agriculture, MDPI, vol. 14(4), pages 1-29, April.

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