Augmented reality tool presents orange traceability

PariPassu, a company providing traceability, quality and monitoring solutions for the development of GenesisGroup's perishable food chain, and AlfaCitrus, one of the five largest orange and tangerine processors in Brazil, have developed a new augmented reality tool to track the food chain. orange – from where they were produced to final consumers. This process aims to reinforce the concepts of safe and high-quality food.

"The proposal of PariPassu and AlfaCitrus is to use technology as a transformative factor in the food production chain. This partnership reinforces our commitment to consumers and not just to production, especially at a time of great relevance to the issue of health and food safety It is important to highlight that traceability represents an efficient process for farmers to comply with current legislation, providing accurate information to other agents in the chain, in addition to optimizing production control", explains Giampaolo Buso, director of PariPassu.

In addition to the practicality of the augmented reality tool, the consumer has access to some surprises. "Just point your cell phone camera at the AlfaCitrus orange QR Code and information about the product and an explanatory video in 3D will immediately appear. Then, the consumer has access to delicious recipes made with oranges. We, at AlfaCitrus, wish that everyone has a positive experience with citrus made by our families with lots of love and respect", explains Emílio Favero, partner and commercial director of AlfaCitrus, which has been producing oranges for over 50 years.

The demand for safe food, produced with socio-environmental respect, is growing. "Legislation does its part and includes strict controls. In this context, brands need to be responsible at all links in the production chain. The recording of all activities involved, starting at the property, represents an important gain for everyone involved. PariPassu provides a solution applicable to process control and quality monitoring. The augmented reality tool is another step with the aim of facilitating the connection with the consumer and we hope they approve! Brazil is an example in orange production for the world and We have consistently evolved to meet all national and international requirements in guaranteeing the quality of this food that makes up our basic diet.", concludes the director of PariPassu.

Brazil is the world's largest producer of oranges and the largest exporter of juice. According to Fundecitrus, the next harvest should reach 288 million boxes of 40,8 kg. In 2019, Brazil had the highest productivity in the last 30 years, due to technological investments made in the field, renovation of orchards and favorable climate for the crop.