CHO is one of the leading producers of olive oil in Tunisia.

Recently announced The company has partnered with IBM and its blockchain technology to improve transparency and allow consumers to track the product from harvest season to their kitchen shelf.

Wajih Rekick, CEO of CHO, which distributes the Terra Delyssa olive oil brand, said:

The way we see the industry, the transparency factor for the consumer will double.

When (consumers) scan the bottle with the code reader it will show them the area, where the olives were harvested, when the olives were crushed, the oil filtered, packaged, and when it was ready for shipment.

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He added:

We found that transparency was the second success factor

We tried to take advantage of that but there weren’t really many ways in the past, and now there’s blockchain technology.

And we thought this would really take us to the next level.

Blockchain is a transaction tracking system designed to allow business owners, consumers or any other entity, using technology, to effectively track any transaction or product from the date of its creation to its final destination.

Technology users, in this case a CHO, record their information in groups, which are then recorded in an online blockchain and link them together.

Blocks can only be added to the chain, not deleted, thus keeping the information available and safe for review and transparency.

Wajeeh said:

Once we enter all the information, we can’t change it, so we hold ourselves accountable, and that’s really one of the biggest parts of gaining trust.

In the case of Terra Delyssa, the technology will allow buyers to scan a QR code that will show them where the bottle in their hand was packaged, and when and where the olives whose oil was harvested when the final product was shipped.

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Quality accounts are not just for consumers.

CHO has made a separate piece of blockchain data available specifically to distributors who will display all of the above information as well as provide access to the actual Certificate of Analysis.

Blockchain technology is a difficult process to implement, especially when there are so many different steps to trace.

When olives were harvested and made into olive oil, following several distinct steps was a red flag for some technology providers.

Some blockchain providers have made it sound like it won’t happen in this decade.

It’s complicated, Wajeeh said, but IBM really made it easy.

The entire process creates eight total checkpoints that record on the blockchain, when olives are picked, crushed, milled and filtered, once the oil is analyzed before storage, storage date, when it is packed, and analysis after packaging.

Wajeeh hopes that in the future CHO will be able to provide all this information to prominent distributors, where the customer will be able to see it while purchasing the products.

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This move illustrates the olive oil industry’s growing awareness that food fraud, olive oil fraud and brand treatment of these two issues will be an important part of the company’s success going forward.

Wajih Rikic said:

I don’t want to be the one to endorse that the olive industry is riddled with fraud, I can only admit that there is a lot of negative media interest around this industry… We believe that this will be the best way to raise the level of transparency, this will be the future, you will have to show the consumer how made your product.

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