JULY 2019 GERMINATION.CA 15 chain, from the breeding institution to tofu consumer. Every step the soybean seed took was recorded onto one blockchain, creating a digital food passport that could be accessed by scanning a QR code with a phone on the final packaged product. The QR code takes the consumer to a website liter- ally showing them the entire value chain from beginning to end: the variety of soybean seed used to produce the tofu; the seed grower who grew that seed; the person who transported the seed to the farmer; the farmer who produced grain from the seed; the person who took the grain to the elevator; the elevator that stored it; the person who transported the grain to the tofu manufacturer; the manufacturer who made those soybeans into the tofu product purchased at the grocery store; and finally the company that distributed it to grocery stores in Ontario. It provides an opportunity for the end user to dig into a specific stage and learn more about the product, says Miller. “Traditionally, consumers are told that a certain type of soybean or barley or what-have-you shows up on the scene and is then used to make a product. That’s a hugely condensed version of the story. You can’t make tofu with just any soybean,” Miller notes. That’s why IP programs that preserve varietal identity through the value chain are important and desired by end users, he adds. “From the end user’s perspective, this provides a curated story. We can tell that ‘farm-to-fork’ story in a way that resonates with them without overloading them with too much data.” That “farm-to-fork” story is something consumers increasingly demand, research shows. A recent study provides further understanding into the tides of public opinion around Canadian food, how it’s grown, and the relationship consumers want with farmers and those who process their food. Public Opinion: A Study of Canadian Conversations Online on Food and Farming led by the Canadian Centre for Food Integrity uncovered how food, farming and a handful of hot button issues capture national interest in millions of conversations online. The issues Canadians are most engaged with include climate change and the links to food production, organic foods, and discussions about GMOs. Blockchain presents an opportunity for the seed indus- try to be a part of those conversations by literally showing the consumer how their food is produced. Miller echoes recent recommendations from the Agri- Food Economic Strategy Table, which advises blockchain pilots be done immediately in low-risk environments to provide insights for the rest of the industry on how the technology can be applied. “Projects like this allow the agriculture industry to look under the hood, so to speak, and see how this technology really works. Blockchain has been surrounded by so much hype that people often have the wrong idea about it.” Cutting Through the Hype Blockchain is a relatively new technology, so pilots like this are required to determine what type of value it can provide, Miller says. Blockchain is often associated in the minds of the public with cryptocurrencies like Bitcoin, notes Grain Discovery CEO Rory O’Sullivan. An Ontario-based startup, the company uses blockchain technology to create efficient, transparent and secure transactions in the ag space. “People hear the word blockchain and they often get a negative image in their mind. Now that the initial buzz about blockchain has died down, we can show people that this technology is a great tool with very practical applications that will make a difference in their lives,” O’Sullivan says. “Agriculture is moving away from being a pure com- modity business to being an ingredients business, where consumers look at a crop as something very personal to them. This project is the first mile of the journey to see how blockchain will fit into the supply chain.” Looking forward, he believes one of the benefits of blockchain is the anticipation of a new type of co-op model for the industry. Rory O'Sullivan is CEO of Grain Discovery. Doug Miller is managing director of certification and technology services for the Canadian Seed Growers’ Association. Crosby Devitt serves as vice- president of the Grain Growers of Ontario.