{"id":23407,"date":"2026-09-10T18:36:52","date_gmt":"2026-09-10T13:06:52","guid":{"rendered":"https:\/\/earthenconnect.com\/test\/?page_id=23407"},"modified":"2026-09-10T18:37:32","modified_gmt":"2026-09-10T13:07:32","slug":"deccan-chronicle-news","status":"publish","type":"page","link":"https:\/\/earthenconnect.com\/test\/deccan-chronicle-news\/","title":{"rendered":"Deccan Chronicle"},"content":{"rendered":"[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|20px||20px|false|true&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; max_width=&#8221;1200px&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px|20px|0px|20px|false|true&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code disabled_on=&#8221;on|on|off&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]\n<div class=\"earthen-row\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- LEFT IMAGE --><!-- [et_pb_line_break_holder] -->  <\/p>\n<div class=\"earthen-left\"><!-- [et_pb_line_break_holder] -->    <a href=\"https:\/\/www.deccanchronicle.com\/lifestyle\/food\/why-traceability-is-the-future-of-natural-food-1944392\"<!-- [et_pb_line_break_holder] -->       target=&#8221;_blank&#8221;<!-- [et_pb_line_break_holder] -->       rel=&#8221;noopener&#8221;><!-- [et_pb_line_break_holder] -->      <img decoding=\"async\" src=\"https:\/\/earthenconnect.com\/test\/wp-content\/uploads\/sites\/8\/2026\/09\/1865702-veggies.webp\"<!-- [et_pb_line_break_holder] -->           alt=&#8221;Why Traceability Is the Future of Natural Food&#8221;><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] -->  <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- RIGHT CONTENT --><!-- [et_pb_line_break_holder] -->  <\/p>\n<div class=\"earthen-right\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2 class=\"earthen-title\"><!-- [et_pb_line_break_holder] -->      Why Traceability Is the Future of Natural Food<!-- [et_pb_line_break_holder] -->    <\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"earthen-text\"><!-- [et_pb_line_break_holder] -->      Walk through the natural food section of any supermarket and the shelves are full of promises.<!-- [et_pb_line_break_holder] -->      Raw forest honey. Single origin spices. Farm sourced grains. The language suggests purity and<!-- [et_pb_line_break_holder] -->      authenticity. But for most consumers, there is very little visibility into how these products<!-- [et_pb_line_break_holder] -->      actually reach the shelf.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"earthen-text\"><!-- [et_pb_line_break_holder] -->      Food supply chains today stretch far beyond the farms where ingredients are grown. Produce often<!-- [et_pb_line_break_holder] -->      moves through several layers before it is packaged for retail. Farmers sell to local collectors,<!-- [et_pb_line_break_holder] -->      who supply larger aggregators. From there the product may be processed, blended, stored and<!-- [et_pb_line_break_holder] -->      finally distributed to different markets.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- QUOTE --><!-- [et_pb_line_break_holder] -->    <\/p>\n<div class=\"earthen-quote\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->      <pee><!-- [et_pb_line_break_holder] -->        \u201cConsumers today want more than just a label that says natural or pure.<!-- [et_pb_line_break_holder] -->        They want to understand where the product comes from and how it reaches them.<!-- [et_pb_line_break_holder] -->        Traceability allows that information to be recorded and shared in a way<!-- [et_pb_line_break_holder] -->        that is simple for people to access.\u201d<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->      <\/p>\n<h4>Vaibhav Sinha<\/h4>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->      <span><!-- [et_pb_line_break_holder] -->        Founder, Earthen Connect<!-- [et_pb_line_break_holder] -->      <\/span><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- BUTTON --><!-- [et_pb_line_break_holder] -->    <a class=\"article-btn\"<!-- [et_pb_line_break_holder] -->       href=&#8221;https:\/\/www.deccanchronicle.com\/lifestyle\/food\/why-traceability-is-the-future-of-natural-food-1944392&#8243;<!-- [et_pb_line_break_holder] -->       target=&#8221;_blank&#8221;<!-- [et_pb_line_break_holder] -->       rel=&#8221;noopener&#8221;><!-- [et_pb_line_break_holder] -->      Read Full Article <span>\u2192<\/span><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/p>\n<style><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* MAIN ROW *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-row {<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  margin: 0 auto;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  align-items: flex-start;<!-- [et_pb_line_break_holder] -->  gap: 45px;<!-- [et_pb_line_break_holder] -->  box-sizing: border-box;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* LEFT IMAGE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-left {<!-- [et_pb_line_break_holder] -->  flex: 0 0 28%;<!-- [et_pb_line_break_holder] -->  max-width: 28%;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  align-items: flex-start;<!-- [et_pb_line_break_holder] -->  justify-content: center;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-left a {<!-- [et_pb_line_break_holder] -->  display: block;<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  height: auto;<!-- [et_pb_line_break_holder] -->  line-height: 0;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-left img {<!-- [et_pb_line_break_holder] -->  display: block;<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  height: auto;<!-- [et_pb_line_break_holder] -->  max-height: 430px;<!-- [et_pb_line_break_holder] -->  object-fit: contain;<!-- [et_pb_line_break_holder] -->  object-position: top center;<!-- [et_pb_line_break_holder] -->  border-radius: 12px;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* RIGHT CONTENT *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-right {<!-- [et_pb_line_break_holder] -->  flex: 1;<!-- [et_pb_line_break_holder] -->  min-width: 0;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  flex-direction: column;<!-- [et_pb_line_break_holder] -->  justify-content: flex-start;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* TITLE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-title {<!-- [et_pb_line_break_holder] -->  margin: 0 0 18px;<!-- [et_pb_line_break_holder] -->  padding: 0;<!-- [et_pb_line_break_holder] -->  font-size: 32px;<!-- [et_pb_line_break_holder] -->  line-height: 1.25;<!-- [et_pb_line_break_holder] -->  font-weight: 600;<!-- [et_pb_line_break_holder] -->  color: #066946;<!-- [et_pb_line_break_holder] -->  text-align: left;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* TEXT *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-text {<!-- [et_pb_line_break_holder] -->  margin: 0 0 16px;<!-- [et_pb_line_break_holder] -->  padding: 0;<!-- [et_pb_line_break_holder] -->  font-size: 15px;<!-- [et_pb_line_break_holder] -->  line-height: 1.75;<!-- [et_pb_line_break_holder] -->  font-weight: 400;<!-- [et_pb_line_break_holder] -->  color: #555;<!-- [et_pb_line_break_holder] -->  text-align: left;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* QUOTE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-quote {<!-- [et_pb_line_break_holder] -->  margin: 18px 0;<!-- 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[et_pb_line_break_holder] -->    max-height: 360px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-title {<!-- [et_pb_line_break_holder] -->    font-size: 26px;<!-- [et_pb_line_break_holder] -->    line-height: 1.3;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-text {<!-- [et_pb_line_break_holder] -->    font-size: 14px;<!-- [et_pb_line_break_holder] -->    line-height: 1.7;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* MOBILE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->@media (max-width: 768px) {<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-row {<!-- [et_pb_line_break_holder] -->    flex-direction: column;<!-- [et_pb_line_break_holder] -->    gap: 25px;<!-- [et_pb_line_break_holder] -->    align-items: stretch;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-left {<!-- [et_pb_line_break_holder] -->    flex: 0 0 100%;<!-- [et_pb_line_break_holder] -->    max-width: 100%;<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->    align-items: flex-start;<!-- [et_pb_line_break_holder] -->    justify-content: center;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-left a {<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-left img {<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->    height: auto;<!-- [et_pb_line_break_holder] -->    max-height: none;<!-- [et_pb_line_break_holder] -->    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-->  .earthen-quote {<!-- [et_pb_line_break_holder] -->    margin: 16px 0;<!-- [et_pb_line_break_holder] -->    padding: 15px 18px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote p {<!-- [et_pb_line_break_holder] -->    font-size: 14px;<!-- [et_pb_line_break_holder] -->    line-height: 1.65;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote h4 {<!-- [et_pb_line_break_holder] -->    font-size: 14px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote span {<!-- [et_pb_line_break_holder] -->    font-size: 12px;<!-- [et_pb_line_break_holder] -->    line-height: 1.5;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .article-btn {<!-- [et_pb_line_break_holder] -->    font-size: 13px;<!-- [et_pb_line_break_holder] -->    padding: 10px 16px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* VERY SMALL MOBILE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->@media (max-width: 480px) {<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-row {<!-- [et_pb_line_break_holder] -->    gap: 20px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-title {<!-- [et_pb_line_break_holder] -->    font-size: 21px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-text {<!-- [et_pb_line_break_holder] -->    font-size: 13px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote {<!-- [et_pb_line_break_holder] -->    padding: 14px 16px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote p {<!-- [et_pb_line_break_holder] -->    font-size: 13px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/style>\n[\/et_pb_code][et_pb_code _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]\n<div class=\"earthen-wrapper\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- CONTENT --><!-- [et_pb_line_break_holder] -->  <\/p>\n<div class=\"earthen-content\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>Why Traceability Is the Future of Natural Food<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Walk through the natural food section of any supermarket and the shelves are full of promises.<!-- [et_pb_line_break_holder] -->      Raw forest honey. Single origin spices. Farm sourced grains. The language suggests purity and<!-- [et_pb_line_break_holder] -->      authenticity. But for most consumers, there is very little visibility into how these products<!-- [et_pb_line_break_holder] -->      actually reach the shelf.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Food supply chains today stretch far beyond the farms where ingredients are grown. Produce often<!-- [et_pb_line_break_holder] -->      moves through several layers before it is packaged for retail. Farmers sell to local collectors,<!-- [et_pb_line_break_holder] -->      who supply larger aggregators. From there the product may be processed, blended, stored and<!-- [et_pb_line_break_holder] -->      finally distributed to different markets. By the time it reaches a grocery store, the original<!-- [et_pb_line_break_holder] -->      source can be difficult to trace.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      That distance between the farm and the final pack has become a growing concern, particularly in<!-- [et_pb_line_break_holder] -->      categories that rely heavily on authenticity. Honey, spices and seeds are good examples. Their<!-- [et_pb_line_break_holder] -->      value is closely tied to origin and sourcing practices. If the chain of custody becomes unclear,<!-- [et_pb_line_break_holder] -->      even genuine products can face questions.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      In the past, most buyers had little choice but to rely on brand reputation. Labels and<!-- [et_pb_line_break_holder] -->      certifications were expected to communicate trust. But food awareness has grown in recent years.<!-- [et_pb_line_break_holder] -->      Consumers are reading labels more carefully, asking more questions about sourcing, and paying<!-- [et_pb_line_break_holder] -->      attention to how products are produced and handled.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>Traceability Is Coming Into Focus<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      This shift has pushed the idea of traceability into the spotlight.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Traceability, in simple terms, means being able to follow a product back to its source. Instead<!-- [et_pb_line_break_holder] -->      of relying only on what is printed on the packaging, the product is linked to records that show<!-- [et_pb_line_break_holder] -->      where it came from and how it moved through the supply chain. The concept has existed for years<!-- [et_pb_line_break_holder] -->      in export-driven industries, but it is now slowly making its way into consumer-facing food<!-- [et_pb_line_break_holder] -->      products.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>Technology Is Making Traceability Easier<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Technology is making that transition easier. Many companies are beginning to connect products<!-- [et_pb_line_break_holder] -->      to digital records that can be accessed through QR codes. A quick scan can reveal sourcing<!-- [et_pb_line_break_holder] -->      details or supply chain information that previously remained within company documentation.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Governments and regulators across the world are also encouraging stronger traceability<!-- [et_pb_line_break_holder] -->      frameworks as food supply chains grow more complex. Clear documentation of sourcing and movement<!-- [et_pb_line_break_holder] -->      is increasingly seen as an important step in improving accountability across the food ecosystem.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Not every shopper will stop to scan a code before making a purchase. Yet the presence of that<!-- [et_pb_line_break_holder] -->      option changes the equation. It signals that the brand is prepared to show its sourcing rather<!-- [et_pb_line_break_holder] -->      than simply talk about it.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>Building Trust Through Transparency<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Some companies have started building their sourcing models around this principle. Earthen Connect<!-- [et_pb_line_break_holder] -->      is among those experimenting with traceability as a core part of how products are presented to<!-- [et_pb_line_break_holder] -->      consumers. Founded by Vaibhav Sinha, Earthen Connect focuses on linking agricultural sourcing<!-- [et_pb_line_break_holder] -->      with digital records that track a product\u2019s journey from origin to packaging.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Each pack is connected to information that records sourcing, processing stages, and movement<!-- [et_pb_line_break_holder] -->      across the supply chain, along with certification and nutrient details. The idea is to make it<!-- [et_pb_line_break_holder] -->      easier to verify products in categories where adulteration or mislabeling has long been a concern.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      According to Vaibhav Sinha, transparency will increasingly become a defining factor for consumers<!-- [et_pb_line_break_holder] -->      choosing natural food products.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<blockquote><p><!-- [et_pb_line_break_holder] -->      \u201cConsumers today want more than just a label that says natural or pure,\u201d says Vaibhav Sinha.<!-- [et_pb_line_break_holder] -->      \u201cThey want to understand where the product comes from and how it reaches them. Traceability<!-- [et_pb_line_break_holder] -->      allows that information to be recorded and shared in a way that is simple for people to access.\u201d<!-- [et_pb_line_break_holder] -->    <\/p><\/blockquote>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>Beyond Consumer Curiosity<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Beyond consumer curiosity, traceability also helps businesses manage supply networks more<!-- [et_pb_line_break_holder] -->      effectively. When sourcing and movement are documented consistently, it becomes easier to<!-- [et_pb_line_break_holder] -->      identify where delays occur or where quality variations appear. That kind of visibility can be<!-- [et_pb_line_break_holder] -->      valuable in agricultural supply chains that involve multiple participants.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      In India, food supply chains are rarely straightforward. Produce from millions of farms moves<!-- [et_pb_line_break_holder] -->      through several intermediaries before it reaches retailers. During that journey, information<!-- [et_pb_line_break_holder] -->      about where the product originally came from can become harder to track.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      Traceability tools offer one way to preserve this information.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/p>\n<h2>A Small QR Code, A Bigger Change<\/h2>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      For consumers, the change may appear subtle. A QR code on a honey jar or a packet of spices may<!-- [et_pb_line_break_holder] -->      look like a small feature. Yet it points to a larger change in how food companies approach<!-- [et_pb_line_break_holder] -->      transparency.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      At a time when questions around food authenticity are common, the ability to show where a product<!-- [et_pb_line_break_holder] -->      comes from can build greater trust. Traceability does not remove every concern around adulteration,<!-- [et_pb_line_break_holder] -->      but it allows the journey of a product to be checked more easily.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee><!-- [et_pb_line_break_holder] -->      As demand for natural foods continues to grow, transparency is becoming harder for brands to<!-- [et_pb_line_break_holder] -->      ignore. For many companies, showing the path from farm to shelf may soon become just as important<!-- [et_pb_line_break_holder] -->      as the product itself.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- ARTICLE LINK --><!-- [et_pb_line_break_holder] -->    <\/p>\n<div class=\"article-link\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->      <pee><!-- [et_pb_line_break_holder] -->        <strong>Read full article on Deccan Chronicle:<\/strong><!\u2013- [et_pb_br_holder] -\u2013><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->        <a href=\"https:\/\/www.deccanchronicle.com\/lifestyle\/food\/why-traceability-is-the-future-of-natural-food-1944392\"<!-- [et_pb_line_break_holder] -->           target=&#8221;_blank&#8221;<!-- [et_pb_line_break_holder] -->           rel=&#8221;noopener&#8221;><!-- [et_pb_line_break_holder] -->          Why Traceability Is the Future of Natural Food<!-- [et_pb_line_break_holder] -->        <\/a><!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->      <a class=\"article-btn\"<!-- [et_pb_line_break_holder] -->         href=&#8221;https:\/\/www.deccanchronicle.com\/lifestyle\/food\/why-traceability-is-the-future-of-natural-food-1944392&#8243;<!-- [et_pb_line_break_holder] -->         target=&#8221;_blank&#8221;<!-- [et_pb_line_break_holder] -->         rel=&#8221;noopener&#8221;><!-- [et_pb_line_break_holder] -->        Read on Deccan Chronicle \u2192<!-- [et_pb_line_break_holder] -->      <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- SHARE ICONS --><!-- [et_pb_line_break_holder] -->  <\/p>\n<div class=\"earthen-share\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <span>Share:<\/span><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <a href=\"#\" title=\"Facebook\"><!-- [et_pb_line_break_holder] -->      <i class=\"fab fa-facebook-f\"><\/i><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <a href=\"#\" title=\"LinkedIn\"><!-- [et_pb_line_break_holder] -->      <i class=\"fab fa-linkedin-in\"><\/i><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <a href=\"#\" title=\"Twitter \/ X\"><!-- [et_pb_line_break_holder] -->      <i class=\"fab fa-x-twitter\"><\/i><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <a href=\"#\" title=\"WhatsApp\"><!-- [et_pb_line_break_holder] -->      <i class=\"fab fa-whatsapp\"><\/i><!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/div>\n<p><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/p>\n<style><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* CONTENT *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-wrapper {<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  margin: 0 auto;<!-- [et_pb_line_break_holder] -->  box-sizing: border-box;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content {<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  margin: auto;<!-- [et_pb_line_break_holder] -->  font-size: 15px;<!-- [et_pb_line_break_holder] -->  color: #555;<!-- [et_pb_line_break_holder] -->  text-align: justify;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content h2 {<!-- [et_pb_line_break_holder] -->  margin: 35px 0 15px;<!-- [et_pb_line_break_holder] -->  font-size: 25px;<!-- [et_pb_line_break_holder] -->  line-height: 1.35;<!-- [et_pb_line_break_holder] -->  font-weight: 600;<!-- [et_pb_line_break_holder] -->  color: #066946;<!-- [et_pb_line_break_holder] -->  text-align: left;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content h2:first-child {<!-- [et_pb_line_break_holder] -->  margin-top: 0;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content p {<!-- [et_pb_line_break_holder] -->  margin: 0 0 18px;<!-- [et_pb_line_break_holder] -->  font-size: 15px;<!-- [et_pb_line_break_holder] -->  line-height: 1.8;<!-- [et_pb_line_break_holder] -->  color: #555;<!-- [et_pb_line_break_holder] -->  text-align: justify;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* BLOCKQUOTE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content blockquote {<!-- [et_pb_line_break_holder] -->  border-left: 4px solid #066946;<!-- [et_pb_line_break_holder] -->  padding-left: 20px;<!-- [et_pb_line_break_holder] -->  margin: 25px 0;<!-- [et_pb_line_break_holder] -->  font-size: 18px;<!-- [et_pb_line_break_holder] -->  line-height: 1.7;<!-- [et_pb_line_break_holder] -->  color: #444;<!-- [et_pb_line_break_holder] -->  text-align: justify;<!-- [et_pb_line_break_holder] -->  font-style: italic;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* ARTICLE LINK BOX *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.article-link {<!-- 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> span {<!-- [et_pb_line_break_holder] -->  font-size: 14px;<!-- [et_pb_line_break_holder] -->  font-weight: 600;<!-- [et_pb_line_break_holder] -->  color: #333;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-share a {<!-- [et_pb_line_break_holder] -->  width: 38px;<!-- [et_pb_line_break_holder] -->  height: 38px;<!-- [et_pb_line_break_holder] -->  border-radius: 50%;<!-- [et_pb_line_break_holder] -->  background: #f1f1f1;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  justify-content: center;<!-- [et_pb_line_break_holder] -->  align-items: center;<!-- [et_pb_line_break_holder] -->  color: #000;<!-- [et_pb_line_break_holder] -->  text-decoration: none;<!-- [et_pb_line_break_holder] -->  transition: 0.3s ease;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-share a:hover {<!-- [et_pb_line_break_holder] -->  background: #066946;<!-- [et_pb_line_break_holder] -->  color: #fff;<!-- [et_pb_line_break_holder] -->  transform: translateY(-3px);<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* RESPONSIVE *\/<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->@media (max-width: 768px) {<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-content h2 {<!-- [et_pb_line_break_holder] -->    font-size: 22px;<!-- [et_pb_line_break_holder] -->    line-height: 1.35;<!-- [et_pb_line_break_holder] -->    margin-top: 28px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-content h2:first-child {<!-- [et_pb_line_break_holder] -->    margin-top: 0;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-content p {<!-- [et_pb_line_break_holder] -->    font-size: 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