Digital Traceability platform in use by Costa

Avocado grower and marketer Costa Group have teamed up with trace technology leaders iTrazo TraceTech to develop a Digital Traceability platform for their Lovacado avocados.

Launched across major and independent retailers nationally earlier this year, Costa’s Lovacado Shepard avocados, grown in Central Queensland, had a QR code integrated into the fruit stickers to enhance business supply chain traceability and increase consumer engagement.

Costa Avocado’s Marketing Manager Kylie McKnight said the business was excited to partner with iTrazo to integrate this technology into Costa’s Lovacado fruit.

“This technology will allow us to better understand our farm to plate journey and engage with our consumers in a different way. Once the QR code is scanned by consumers the platform provides us with real-time geolocation data so we can see where the avocado has been purchased or consumed, and how far it has travelled from farm,” Ms McKnight said.

In addition to its traceability capabilities, the iTrazo technology provides a platform for Lovacado consumers to rate their avocado, providing Costa with instant feedback on quality, ripeness, appearance and brand awareness.

The platform also provides consumers with information on the avocado’s provenance, as well as recipe inspiration, avocado health benefits and all-important selecting and storage tips and tricks.

iTrazo’s COO Paul Whybird said his company was committed to building trust and accountability for Costa’s avocado consumers.

“The direct consumer communication will enable both the consumer and Costa to exchange information openly. Trace technologies increase consumer confidence and gives brands the peace of mind that comes from knowing their products arrived at their destination safely, on time, and without interference.

“Costa will further tap into existing farm and process data to provide ‘Farm to Fork’ transparency while linking marketing and distribution data to enhance and innovate its operations,” Mr Whybird said.

Costa has also rolled out the iTrazo ADI platform across its FNQ grown Lovacado Hass avocados.


This article was produced for the Spring 2021 edition of Talking Avocados.

Author: AAL
Date Published: 26/11/2021