Data: The Missing Ingredient in the Food Supply Chain

Episode 2 | 30 minutes

What if the most critical ingredient in our food system isn't grown in fields or manufactured in facilities? What if it's data?

In this revealing second episode of our four-part series, host Drew Zabrocki explores why data has become the essential yet often missing ingredient that could transform everything from field to fork. Despite living in an age of smartphones and quantum computing, much of our food system still runs on paper – creating inefficiency, waste, and missed opportunities throughout the supply chain.

You'll hear from:

• Farmers juggling six different platforms and 10 customer portals
• Industry experts grappling with terminology that means different things to different stakeholders
• Technology leaders developing innovative "smart data escrow" solutions
• Major retailers finding mutual benefit through strategic data sharing

This episode reveals the three-stage progression most organizations face: digitization, interoperability, and data sovereignty. Through insights from "The Tomato Experience" simulation, we witness how a single incorrect digit can cascade through the entire system, and why digitization without accuracy can actually amplify problems.

But it's not just a story of challenges. Drew explores promising solutions emerging across the industry – from interconnectivity models that preserve data ownership to AI systems that extract more value from available information, all while addressing the crucial human factor in our increasingly digital supply chains.

Featured Voices:

• Aaron Ault (Farmer & Technology Expert, Purdue University)
• Andy Kennedy (FDA Food Safety Modernization Act architect)
• Chuck Tillmon (Walmart)
• Lainey Moules (Driscoll's)
• Michael Darden (DFM Data Corp, ASTM F49 Executive Council)
• Liz Sertl (Standards Expert, GS1)
• Mike Laws (Laws Logistics)
• Industry participants from the Supply Chain Summit

Key Insights:

• Why "container availability" means completely different things depending on who you ask
• How PTI labels currently fail 4 out of 10 times while UPC barcodes fail once every 400,000 scans
• The fundamental incentive misalignment: everyone wants others to share data, but few are eager to share their own
• Why interconnectivity – not just interoperability – may be the key to preserving data sovereignty while enabling collaboration

Show Notes:

• Learn about smart data escrow and federated learning approaches at www.supplychainofthefuture.org

Produced by Drew Zabrocki with editing by Martha King, sound design by James at Next Day, and fact checking by Sarah Jane. Published by the Totem Innovation Network. Copyright 2025, Totem, LLC.

Contact and Engagement

For more information or to join the initiative: visit www.supplychainofthefuture.org for additional resources and case studies

Next Episode Preview: Join us as we explore trust issues in competitive food systems – examining how organizations can collaborate effectively while preserving their distinct interests and advantages.