WPIC Marketing + Technologies Logo
  • Careers at WPIC
Let's talk

Latitude 28 Builds Product Traceability Into China’s Beef Supply Chain

How WPIC helped Latitude 28 give Chinese consumers a clearer way to verify the origin and authenticity of Australian beef.

Industry

Key Deliverables

Latitude 28 case study

About Latitude 28

Latitude 28 Produce is an Australian food technology company that uses digital tools to improve traceability between agricultural producers and consumers.

The company worked with WPIC to address a longstanding challenge in China’s imported food market: helping consumers verify that premium Australian beef was genuinely what the packaging claimed it to be.

Building Trust Into the Supply Chain

Australian beef carried strong consumer appeal in China, but imported meat moved through a complex supply chain alongside products from multiple origins.

That created a trust problem.

Consumers had limited ability to independently verify where a product had come from or what had happened to it before reaching the shelf. For premium Australian producers, weak traceability also made it harder to protect the value associated with provenance, quality and food safety standards.

Latitude 28 wanted to give consumers a more transparent way to verify that the beef they were buying could be traced back through the supply chain.

Creating a Traceable Product Journey

Latitude 28 and WPIC developed a blockchain-based traceability system connecting the physical product with a digital record of its journey from Australia to China.

Beef was cut into retail-sized portions and securely packaged in Australia before export. Each package received an individual digital identifier linked to its traceability record.

The product could then be verified at different stages of the supply chain as it moved from Australian production facilities through distribution in China.

WPIC developed a mobile experience that allowed consumers to scan the product packaging in-store and access information verifying its origin and authenticity.

Instead of relying solely on an Australian label or point-of-sale claim, shoppers could access a digital record connected directly to the individual product.

The Results

The project gave Latitude 28 a more transparent way to demonstrate the provenance of its Australian beef to consumers in China.

Product records could incorporate information from across the supply chain, including Australian product verification, creating a clearer connection between the item on the shelf and its origin.

For consumers, the technology provided an additional layer of reassurance when purchasing imported beef. For Latitude 28, it helped reinforce the value of provenance and traceability as part of the brand proposition in China.

The project also demonstrated how digital traceability could be applied to a practical consumer problem rather than treated simply as a technology feature.

Related work

La Vie en Rose

Clearway Law China

Ritchie Bros. Builds a Digital Strategy for Its First China Auction

Get content like this in your inbox.

Subscribe