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Heightened Focus on Brand Protection for Food and Beverage

With food safety regulations increasing and counterfeiting on the rise, food and beverage companies seek new solutions to protect their brands.

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With the onset of the Food Safety Modernization Act (FSMA), the rising cost of recalls and the increase in counterfeit products, food and beverage processors seek brand protection solutions. The Brand Protection and Product Traceability infographic, produced by PMMI, The Association for Packaging and Processing Technologies, provides a visual snapshot of the issues facing processors around this critical issues and some potential solutions.

The infographic is based on data from PMMI’s 2016 Brand Protection and Product Traceability market research report. “The need for brand protection and product traceability has a huge impact on the supply chain,” says Jorge Izquierdo, vice president, Global Marketing, PMMI. “With the average cost of a recall for a food company being $10M or more in direct costs, business interruption, brand damage and lost sales, the FSMA is driving food & beverage (especially food) suppliers toward more track and trace in order to better trace accountability for losses.”

The supply chain is also being impacted by the increase in food recalls, 7 percent of products found in grocery stores contain fraudulent ingredients as well as counterfeiting experiencing an increase in certain products such as honey, olive oil, fish, coffee and vinegar.

The infographic also reflects the current technologies impacting brand protection ranging from new packaging that monitors food freshness by touch to the growth in the use of RFID for internal tracking and cold chain monitoring, as well as the use of mobile phone apps allowing consumers to authenticate products.

“We encourage ProFood Tech attendees to take the time to learn more about the findings of the 2016 Brand Protection and Product Traceability market research report,” says Paula Feldman, director, Business Intelligence, PMMI. “The inaugural show in Chicago on April 4-6 is an ideal venue for the industry to come together and share information about these findings regarding brand protection and product traceability.”

ProFood Tech is the only event in North America focused exclusively on all food and beverage sectors, including Baking & Snack, Beverage, Frozen/Prepared Foods, Dairy and Meat/Poultry/Seafood. This event will offer a full range of food and beverage processing solutions from both large companies that serve several market segments and smaller niche companies that focus on more specific needs. ProFood Tech will include 400+ of the world’s top suppliers, 150,000 net square feet of exhibit floor and 45 hours of blockbuster educational programming.

For more information and to register, go to

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