Food is vital to life. Food and food production is one of the largest industries in the world. It is also the most fragmented industry with production scattered all over the world. Today, consumers are driving a significant change towards a healthy lifestyle for themselves, their families, their pets and their communities. For consumers, a product’s worth is no longer simply measured by how well it performs. Today’s increasingly informed and engaged consumers are looking for something more from their products and the companies that provide them — authenticity, purity, innovation, value, and goodness. While existing IT-solutions have mitigated some of these challenges there is still a lot of uncertainty- like high integration costs, low transparency levels and large amount of undetected fraud making it hard to comply with the current and future demands of consumers and other stakeholders.