South West food producers launch new meat traceability software for greater consumer confidence

Goldhill Organics, the Dorset-based online food delivery company, has become the first meat box-scheme retailer to offer customers detailed information about the provenance and sustainability of their meat through an innovative new active food traceability software application.

Followthisfood meat and label

Goldhill, and its supplier Blackmore Vale Butchery, are the first meat retailer and independent butcher to use the Followthisfood traceability software in the UK. Online shoppers who want to know the exact provenance of their food can now trace their meat from field to fork by going online or using their smartphone to scan the Followthisfood label on the individual pack of meat which shows them precisely where the meat comes from, when it was produced, who produced it and how it was processed along the way.

Goldhill has introduced this meat traceability software across its’ whole grass-fed meat and meat box range as part of its commitment to providing high-quality, local produce in a completely transparent way. The new Followthisfood software application not only reinforces that commitment but also allows Goldhill’s customers to discover more about the small local farms and independent butcher that work closely together to provide top-quality grass-fed meat. The software application has been developed by Agrantec, the Bristol-based food supply chain management systems specialist, in association with Blackmore Vale Butchery, Goldhill’s grass-fed meat provider.

Followthisfood enables consumers to understand where their meat comes from and why it is of higher quality than other options available on the supermarket shelf. By simply scanning the QR code on the individual pack or cut of meat into a smartphone, or by entering a code on a laptop, Followthisfood allows the consumer to see the provenance of each individual item: every single cut of meat is tracked from source to delivery, tracing it back to the individual producer farm in a way that is not possible with standardised, more widely available meat.
Followthisfood is an ‘active’ food traceability application that also delivers information about individual breeds and their characteristics, and relevant and topical articles about animal husbandry, food production and farming, connecting the consumer more meaningfully with high quality food production techniques than other ‘passive’ food traceability tools.

Nick Somper, Co-Founder of Goldhill Organics says: “Providing high-quality, local produce from small producers in a highly transparent way is the very essence of what Goldhill does and Followthisfood really reinforces that very strong commitment. Buying locally sourced, quality meat from small, local farms that use traditional animal husbandry and welfare methods is hugely important to our customers and Followthisfood gives them fantastic engagement with our producer farms. We have all read about misleading labelling and the use of fictional farm brands so Followthisfood provides our customers with the trust and confidence that the food they are buying is exactly what it claims to be.”

Goldhill’s grass-fed meat range can be bought as individual cuts or in a choice of five meat boxes ranging in price from £16.95 to £48.95. Delivery is available to all UK postcodes. To order, or for more information go to