Zelena točka Trans is a distribution centre that manages a short supply chain for vegetables, fruit and other local products. The company was established in 2018 with the aim of connecting local farmers with end consumers and offering them local, fresh and healthy food.
The short food supply chain includes more than 70 local farmers, food producers and cooperatives, covering production in greenhouses and open fields, supported by logistics from the company’s own distribution centre and various sales channels. These include public institutions such as schools, kindergartens and homes for the elderly, private institutions such as restaurants and health resorts, the company’s own retail outlets, and the Zelena točka online store.
As a short food supply chain, Zelena točka continuously introduces innovative business models and technologies, while striving to increase the share of local and safe food on consumers’ plates. The company is also very active in raising awareness of the importance of local food producers and of safe, healthy and locally produced food.
Through the Digital Innovation Hub DIH Agrifood, Zelena točka is involved in the process of digital transformation. The company is introducing blockchain technology, which enables the traceability of produce from the field to the consumer’s table. This makes it possible to know where and by whom each piece of fruit or vegetable was produced. In this way, consumers receive the highest possible assurance that they have purchased safely produced vegetables from the local area.
To ensure transparency, traceability and trust in local food production, blockchain technology (BC) represents a natural technological fit for what is known as a short food supply chain. Each stakeholder in the chain, except for the consumer, is equipped with a digital identity linked to the blockchain. Each step in the chain is treated as a blockchain transaction, digitally signed by a registered and verified stakeholder within the chain, such as a producer or delivery service.
Each blockchain transaction contains basic blockchain-related data, such as a timestamp, digital identity and signature, as well as product-related data, including product type, harvest region and harvest date, and logistics-related information, such as the lot number and category. The proposed system also enables the storage of digital evidence, such as photographs of sowing, growth, harvesting or delivery.
Finally, all this information is made available to the customer, who can access additional product data by scanning a QR code.
