Consumers in Germany not only want to know what
Posted: Mon Feb 17, 2025 8:29 am
To do this, we need transparency at all levels," says Andreas Schweikert, Bitkom's agricultural consultant. "Digital technologies are taking us a big step forward here: some products already have a QR code - or there are barcode scanner apps for information about ingredients that are used by consumers."
But other innovations are also ensuring that consumers gain more insight and thus a connection to the food: Some farmers offer the option of looking homeowner database directly into the barn via webcam. Schweikert: "There are also great opportunities in blockchain technology. For example, for a piece of meat, the animal's date of birth and place of birth, breeder, feed manufacturer and transport can be stored seamlessly and in a way that is understandable for everyone. Blockchain not only makes the supply chain transparent, but also prevents food scandals and, if one does occur, makes recalls quick and efficient."
As the Bitkom survey further shows, many consumers consider quality more important than the lowest possible price when buying food: 84 percent are prepared to pay a little more for high-quality products. In contrast, only 36 percent say that the goods should be as cheap as possible.
But other innovations are also ensuring that consumers gain more insight and thus a connection to the food: Some farmers offer the option of looking homeowner database directly into the barn via webcam. Schweikert: "There are also great opportunities in blockchain technology. For example, for a piece of meat, the animal's date of birth and place of birth, breeder, feed manufacturer and transport can be stored seamlessly and in a way that is understandable for everyone. Blockchain not only makes the supply chain transparent, but also prevents food scandals and, if one does occur, makes recalls quick and efficient."
As the Bitkom survey further shows, many consumers consider quality more important than the lowest possible price when buying food: 84 percent are prepared to pay a little more for high-quality products. In contrast, only 36 percent say that the goods should be as cheap as possible.