GRADUATION PROJECT
SMART LABEL SYSTEM FOR IMPROVING CONSUMERS’ TRUST IN CHINA’S DOMESTIC FOOD INDUSTRY
STUDENT: WENG LISA
SUPERVISOR: ZHAO CHAO
TSINGHUA UNIVERSITY
ACADEMY OF ARTS AND DESIGN
Food Safety G L O B A L
H E A LT H
I S S U E
The term Food Safety refers to the scientific discipline of handling, preparing and storing food in a way to best reduce the risk of individuals becoming sick from foodborne illnesses.
Around the world, an estimated 600 million fall ill after eating contaminated food each year, resulting in 420 000 deaths and the loss of 33 million healthy life years. Food safety is directly related to people’s lives, health and other human rights; therefore, the management system of food safety is a major issue.
1 in 10 people fall ill Source: WHO estimates of the global burden of foodborne diseases: foodborne disease burden epidemiology reference group 2007-2015.
Food Protection l na tio on en ati nt r ni lte U du a
Economically driven
Food Fraud
Motivation is “gain”
Food Defense: ideologically motivated intentional adulteration that makes the food injurious to health. Ideologically driven Motivation is “harm”
Food Defence
Food Quality
Food Fraud: economically motivated intentional adulteration that may or may not make the food injurious to health. Thus, some food fraud issues may overlap with the definition of food defense whilst others may be a food quality issue.
Food Safety: unintentional contamination of
Source: European Commission. Food fraud: What does it mean?
l na io ion nt at te er In ult
Foodborne illness
Food Safety
ad
Accidental
food that makes the food injurious to health.
Food Quality: delivery of attributes that influence a product’s value to consumers.
Food Safety in China
Food supply and food safety are major global public health issues, and are particularly important in heavily populated countries such as China. Rapid industrialization and modernization in the country are having profound effects and impact on food supply and food safety.
Population peak at 1.4 billion In 2025 Source: UN Department of Economic and Social Aff airs. World population prospects: the 2010 revision, highlights and advance tables. New York, NY: United Nations, 2011.
Food Safety in China Over the past 30 years, as a developing country with a huge population and large geographical heterogeneity China had experienced a number of food safety incidents. Some of the most relevant incidents are the 2008 melamine contaminated infant milk powder scandal, the gutter oil scandal or the fake beef scandal in 2013. 2008 melamine tainted milk powder scandal
Security issues that Chinese people worry most about
Damage of Public Confidence in Domestic Food
100
80
60
According to a survey conducted jointly by Ecolab and the Shanghai-based China Business News Group, almost 99% of participants would change their decisions on purchases because of food safety
incidences.
40
20
0 Food safety
Traffic safety
Medical safety
Social security
Campus safety
Information Security
Cyber Public health security safety
Production safety
Privacy security
Source: Well off rankings . Top 10 security issues that Chinese people worry about most
RES EARC H Q UE STI ON
“How might we restore chinese consumer’s trust and erase their anxieties for domestically produced food products?”
Safety Concerns Food issue that consumers are most concerned about
Food Hygiene
528
Food Poisoning
457
Food Additives
Food safety incidents in China have pushed consumers to become more aware of food safety and to become more skeptical when buying food products.
381
Expiry Date
The awareness of reported cases of a food safety problem has a negative impact on the decision to buy either fresh or processed food. Consumers presented more concerns about food hygiene, food poisoning, food price, and nutrition imbalance.
365
Hormones/Steroids/Antibiotics in food
345
The use of pesticides to grow food
316
Genetically Modified foods
272
The feed given to livestock
174
Mad cow disease
153
Others
Source: A. Liu, R. Niyongira. Chinese consumers food purchasing behaviors and awareness of food safety. Food Control 79. 2017. 185-191
25
0
200
400
600
Safety Concerns Perceptions of the most unsafe food items
Frozen pork Fresh pork Fresh/cooked vegetables Canned vegetables Frozen beef
In terms of the safety levels of various types of food, pork and vegetables, which are the most commonly consumed foods in China, occupy the top spots on the list, followed by other types of meat and cooking oil. In general, people are more concerned about the safety of meat, vegetables, and cooking oil than other foods such as noodles, rice and eggs.
Kidney, liver, tripe Canned meat Frozen chicken Cooking oil Frozen lamb
Source: Si Z., Regnier-Davies, J., Scott. S., Food safety in urban China: Perceptions and coping strategies of residents in Nanjing. China Information. 2018
Consumer knowledge and responsabilities
Industry
Government
Media
Academia
The term “shared responsibility” for food safety was defined as the “collaboration between all sectors, including government, consumer organizations and food processors to achieve a safer and wholesome food supply.” by WHO in 2010. A major responsibility for food safety lies with the food industry and government agencies. Academia and the media have their specific duties as well. Even consumers or anybody who consumes food products has a share of responsibilities in food safety.
Consumer
Coordination and Cooperation
Source: Jen J J, Chen J. Food Safety in China: Science, Technology, Management and Regulation. New York: Wiley, 2017
Media influence Media reports have played a fundamental role in the perceived notion of consumer risk and confidence in food safety in China. In recent years, the media have increasingly brought attention to their position by uncovering food safety controversies in China. It should also be noted that many of the Chinese consumer’s concern and opinions of food safety does not rely on correct information.
Trust Sources
62 %
52 %
42 %
Certification labels
Product provenance
Brands
Source: Si Z., Regnier-Davies, J., Scott. S., Food safety in urban China: Perceptions and coping strategies of residents in Nanjing. China Information. 2018
Traceability and Transparency Good traceability systems help to minimize the production and distribution of unsafe or poor quality products, thereby minimizing the potential for bad publicity, liability, and recalls. The current food labelling system cannot guarantee that the food is authentic, good quality and safe. Therefore, traceability is applied as a tool to assist in the assurance of food safety and quality as well as to achieve consumer confidence.
Consumer attitude towards food traceability 100 % 92.8 %
A survey conducted from December of 2007 to January of 2008 in the pork market of Beijing shows consumers’ attitude towards food traceability systems, with all observations were selected randomly. Question 1: Do you think it is necessary to apply traceability system in pork? Question 2: Would you buy pork with traceability marks? Question 3: Could it increase your confidence on consuming food? Source: Song M., Liu L., Wang Z., Nanseki T., Consumers’ Attitudes to Food Traceability System in China: Evidences from the Pork Market in Beijing. Journal of the Faculty of Agriculture. 2008
89.4 %
80 % Yes 62.9 %
No
60 %
40 %
37.1 %
20 % 7.2 %
10.6 %
0% Question 1
Question 2
Question 3
Technology Overview B L O C K C H A I N
A blockchain is a chain of blocks that contains information. It is a technical scheme that creates blocks through any number of nodes in the system by using cryptography. Each block contains the data of all transactions in the system within a period of time, and it creates digital fingerprinting which can be used to verify the validity of the information and connect with the next block.
Technology Overview
BARCODE
QR CODE
Machine-readable code in the form of numbers and a pattern of parallel lines of varying widths, which is printed on items or products. Commonly used for stock control, it necessitates the use of a scanner for reading.
Quick response code is a two-dimensional barcode that can be read using a QR barcode reader or camera. It is able to carry information both in vertical and horizontal direction, which is why it is called a 2D barcode.
RFID
NFC
Radio-frequency identification refers to a technology whereby digital data encoded in RFID tags or smart labels are captured by a reader via radio waves.
Near Field Communication is a wireless closerange connectivity technology derived from RFID technology. It allows data trade between two devices.
User Persona About Mrs. Li is a retired lady currently living together with her husband and her son’s family. They are economically stable, but still not wealthy. She is in charge of making the meals for her entire family, including her grandchild of only four years old and her husband that has diabetes. For this reason, she is extremely careful when selecting and buying food. She often stumbles across alarming articles about domestic food scams and this makes her more concerned of the safety of food products available to her and also heavily influences her judgment and preferences when grocery shopping for her family.
Mrs. Li Age: 66 Family: living together with four family members City: Beijing
She usually does grocery shopping three to four times a week and chooses to got to the local wet market, as she perceives the products sold there to be fresher and cheaper, but every time she wants to know about a product’s provenience, she has to ask the seller, but not always does she obtain a satisfying answer. Due to habits and traditions, the way she handles food at home is not always correct.
Frustrations • Not sure if the food available to her for purchase is completely safe due to the influence of media. • Not wealthy enough to be always spending money on imported products. • Difficulty to get detailed information about products origin, additives, preservatives and pesticides before purchase when shopping in local small grocery stores or markets.
Needs • To select safe and secure food, especially when having a child and a family member affected by diabetes at home. • To be able to judge whether the food is safe before and after purchase by learning about its origin and processing journey. • To not always be anxious and doubtful when grocery shopping. • To know the proper way of handling and preserving food at home to avoid food poisoning accidents.
User Journey TRAVEL
SHOPPING
PAYMENT
AT HOME
It’s the start of the week and she needs to make her weekly grocery shopping for her entire family. She does not have a specific shopping list and likes to purchase based on her shopping experience.
Travel to the nearest wet market in the neighbourhood
Shops at the different sections of the market. Is interested in buying some shellfish, but remembers about the seafood adulteration scandal that happened recently in the region next to them. She starts to hesitate and would like to know the origin and farming process of the product, but there is no information available at he counter, so she needs to ask the seller about any detail she wishes to learn.
She decides to not purchase any seafood just to be safe and proceeds with the rest of her grocery shopping. The payment process is easy, as almost all the sellers offer the option of mobile payment.
When she is back at home, she begins to store and put everything she purchased in order. She is unsure whether tomatoes need to go in the fridge or not. She also gets frustrated for not having a label that indicates the expiration date on raw meat products, so she can only judge its safety from the smell and the color.
Family members Fridge
Street signs Navigation map
Counters Seller Mobile phone
Mobile phone Secondary packaging
Fridge Cupboard Mobile phone Product packaging
What food should I buy? Will I be able to spend less while buying good quality and fresh food for my family?
Will it be busy today? Will I be able to find what I need?
Is it safe to buy seafood right now? Where is the product from? Is the farming environment in compliance with regulations?
It is a pity, but just to be safe, i will avoid buying seafood for some time.
Do the tomatoes need to go into the frisge? How long does raw poltry last in the fridge? For how long
Calm
Preoccupied
Frustrated, in a hurry
Dissatisfaction, comfort
Frustrated, unassured
PAIN POINTS
QUALITY OF EXPERIENCE
FEELINGS
THINKING
TOUCHPOINTS
USER ACTIONS
MOTIVATION
Counters are cluttered and products are all over the place without clear labeling. When it’s too busy, she has to wait in line to ask the seller information like product origin or pesticides used, which they don’t always know.
The labeling of products from wet markets are inconsistent, as they are sold in loose form and don’t always provide completed information. Many consumers are unsure on the right way of storing, handling or cooking food.
Design Solution
“A service platform integrated with a smart labeling system designed to deliver food supply chain traceability information in a structured and organized way based on consumer’s major concerns and anxieties in relation to food.”
Information Flow
Physical flow
Digital flow
Blockchain network
Farmer
Producer
Distributor
Retailer
Item registration
Processing information
Transport information
Storage information
System map Financial flow Information flow
Farmer
Material flow
Consumer Manufacturer Smart Label
Retail Operator
Inspection Authorities
Database
Distributor
Retailer
Retail store
Customer visits the retail store
Backstage actions
Onstage actions
Customer actions
Physical evidence
Service Blueprint map Scale Packaging
Tap on display counter label to check for traceability information
Ask for a cut of meat
Smart label
Label redirects customer device to digital label homepage
Staff set up the smart label for all products, including products sold in loose form
Information from the database is used for generating label
Support process
Display counter Smart label Smartphone with NFC reader
Delivers packed product with new label
Weights and packs the product
Information gets updated in the database
Provides information on supply chain in correspondence to product ID
Credit card Mobile phone Cash
Smart label Smartphone with NFC reader
Smart label Smartphone with NFC reader
Smart label Smartphone with NFC reader
Smartphone
Pay for product
Check information on proper storage through smart label
Check information on safe handling and cooking methods
Report a problem if encounters food safety related issues
Receive report feedback through SMS
Provides information on proper storage
Provides information on safe handling and cooking
Receive and elaborates report
Receive payment
Updates infomation on weight and price to generate new labe
Provides previously registered information and updates new information
Update information on sold unit
Information gets updated on the database to help supply chain identify problem and retrieve
Interaction Form Consumers are able to check traceability information before or after purchase by tapping with their smartphone on the NFC smart labels applied to food counters if they are sold loose or the packaging for pre-packaged products. The reason of choosing NFC over the more widespread QR code alternative is for its advantages of having no need for an optical reader, hence no requirement for special lighting conditions and the readily availability of NFC reader integrated into most of the smartphone in the market, as well as it’s more natural and intuitive sequence of action regarding usability. The user simply needs to approach the smartphone to the tag. This facilitates the usage of the service for non-expert smartphone users.
Functional Requirements
PRODUCT DESCRIPTION
T R A C E A B I L I T Y I N F O R M AT I O N
The basic information of a product needs to be provided to the customer in an immediate and understanding way.
The traceability function is the most important section of the whole mobile site. It needs to provide all the detailed information that has been recorded of a product history in a straightforward and simple to comprehend way.
The product description provides all the elemental information of a product, such as a name, price, appearance, short description, nutrition facts, production and expiration date.
FOOD KNWOLEDGE INSTRUCTION
REPORT FUNCTION
Many foodborne illnesses are often caused by incorrect ways of managing and storing food, which derive from an ignorance of the general public in basic kitchen rules.
Inserting a report function directly into the smart label of a product can help reduce the time and effort of reporting an item for consumers.
Inserting a section about proper ways of food storage, handling and cooking the food product can be compensate for the user’s lack in knowledge.
The data collected can help producers and sellers quickly identify the source of a problem and recall any products with safety issues.
Information architecture Product processing details
Product traceability timeline
Responsible company
Certifications Product description Transportation conditions Product itinerary map Price
Transportation company
Product Homepage
Storage
Production and expiration date
Handling Safety instruction Cooking
Immediate safety information based on production and expiration date
Policies and regulations
Phone call Report function Submit message
Inspection records
Prototype Demo
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太湖黑 冰鲜黑猪五花肉
太湖黑 冰鲜黑猪五花肉
太湖黑 冰鲜黑猪五花肉
去皮五花肉 十月龄 ¥ 80/斤
去皮五花肉 十月龄 ¥ 80/斤
去皮五花肉 十月龄 ¥ 80/斤
时间线
路线
处理
时间线
正确储存方式
2020 09 29
L A B E L
处理
安全操作说明
产品生产时间线
S M A R T
路线
养殖 康泰黑猪养殖场
Example of application of the design solution on a cut of pork belly.
江苏省 - 盐城市
太湖黑猪具有抗病性强，下崽率高，肉质鲜美营养丰富 的特点。富含胶原蛋白，游离氨基酸。饲料含紫花苜蓿 牧草，其被誉为牧草之王，可加速猪体内毒素排放利于 消化。
2020 09 29
2020 09 29
运输
2020-02-20
生产日期 保质期
江苏省 - 盐城市
6天
嘉兴市 - 海盐县
营养成分
2020 09 29
安全指标
肉应存放在远离引起食源性疾病的细菌迅速生长的 温度区域内。 危险温度区域在4°C至60°C之 间。
2020 09 29
产品可以安全食用
屠宰
产品在冰箱中最多可以保存四天。 如没有在建议 的时间内食用，应将其冷冻以防止变质。 煮熟的 猪肉如果剩下了需要包好并尽快冷藏。 不要将生 肉在室温下放置超过两个小时以。
浙江青莲食品股份有限公司
投诉举报
浙江省 - 嘉兴市 海盐县 2020 09 29
避免污染 烹饪安全
2020 09 29
运输 浙江省 - 嘉兴市 上海市 - 浦东新区 2020 09 29
2020 09 29
批发 上海农产品中心批发市场 上海市 - 浦东新区 2020 09 29
2020 09 29
运输 上海市 - 浦东新区 上海市 - 虹口区 2020 09 29
2020 09 29
零售
政策法规
“THANK YOU FOR YOUR AT T E N T I O N ”