October 7, 2011
Frontera Expands Traceability Program with HarvestMark Solutions
by Doug Ohlemeier | October 6, 2011
"The Edinburg, Texas-based Frontera Produce Ltd., plans to start using the Redwood City, Calif.-based HarvestMark’s HarvestMark traceability at item level on many of its commodities this fall. Pineapples are set to start the program in November.
"Frontera wants to use the HarvestMark platform to better interact with shoppers, improve understanding with the supply chain and sharpen it food safety communication programs, according to a news release. Frontera also plans to use the HarvestMark DailyShopper service to better understand product condition and retail shelf life.
" 'Our experience has reinforced that we need to engage shoppers in the produce aisle and at home, to share the story of our products and traceability programs, and give them peace of mind in purchasing fresh food for their families,' Will Steele, Frontera’s president and chief executive officer, said in the release. 'HarvestMark allows us to reach the shopper in the aisle and in the kitchen with this important information.' "
Read the full story about Frontera's traceability system selection.