食品溯源全景路径剖析：从原料到成品，如何实现全程透明与效果验证？

Core Insights - The article emphasizes the evolution of consumer expectations from basic safety compliance to a demand for quality certainty and efficacy in food products, highlighting the importance of trust in brand value [1][4][41] Group 1: Traceability in Food Industry - The search index for "food traceability" keywords increased by 157.39% year-on-year in the first half of 2025, indicating a growing consumer interest in product origins and processing [2] - Companies like Nongfu Spring are pioneers in traceability practices, transforming their water source into a symbol of brand trust [2] - Major food brands, including McDonald's and KFC, have initiated traceability journeys, but face challenges in differentiating their offerings in a crowded market [2][4] Group 2: Evolution of Traceability - Traceability marketing has shifted from merely ensuring safety compliance to establishing quality certainty and efficacy stability, driven by consumer health demands and technological advancements [4][5] - The traceability system has evolved from simple information recording to a standardized carrier of product value, integrating into brand building, product innovation, and user delivery [4][5] Group 3: Role of Technology - The traceability system in functional foods is advancing from basic safety assurance to a standardized and refined approach, similar to the beauty industry’s control over active ingredients [9] - Brands are increasingly using digital traceability to provide comprehensive production data, ensuring that active ingredients remain effective through industrial processing [14][15] Group 4: Consumer Engagement - Over 60% of global consumers are willing to pay a premium for brands that transparently disclose ingredient sources and production details, indicating a strong demand for transparency [8] - The trend is particularly pronounced in functional foods, where traceability is becoming a key component of building technical barriers [8][9] Group 5: Supply Chain Management - The ultimate value of traceability lies in the ability to deepen and control the supply chain, transitioning from mere production capabilities to sustainable selling [39][40] - Companies are moving from passive procurement to active supply chain management, enhancing their ability to respond to consumer demands quickly [40] Group 6: Traditional Chinese Medicine and Modernization - The market for "medicinal food" is projected to exceed 500 billion yuan by 2025, driven by consumer demand for standardized and verified products [25][26] - Brands are constructing comprehensive traceability systems to address issues of origin confusion and safety in traditional Chinese medicine [27][29] Group 7: Geographic Branding - Geographic indicators are being transformed into tangible brand assets through traceability, allowing consumers to verify the authenticity and quality of regional products [37][38] - Successful case studies, such as the sales of birch juice from Yichun, demonstrate the effectiveness of deep traceability in building consumer trust [38]