You’re here, so I guess it would be rude not to introduce myself. My name is Kristoffer Just (and yes, I’m the “team”), I am 34 and I live in Copenhagen with my girlfriend, and I am very passionate about combating food fraud and advocating for greater transparency of the food we eat. The spark that started this site, was during writing my master thesis at IT University in Copenhagen, investigating the use of blockchain technology on high-risk products, especially focused on extra virgin olive oil.
But first, lets start at the beginning with my childhood years. No, just kidding, lets start with why I have created this site.
There is a need…
For transparency. Food transparency. Almost everyday there is a incident with mislabeling, fraud, adulteration, false marketing with the food we eat. This needs to change! So this site will bring stories about food fraud, new developments in tech and testing, and interviews with experts, advocates, the shakers and movers on creating better transparency.
As modern consumers’, we focus on health, organic, wellness, personal nutrition, etc. Hopefully, and very soon, adopting food transparency strategies will no longer be optional. Retailers who can use in-depth data, the latest consumer trends and new insights to foster more innovation in this area will be able to better leverage this emerging opportunity and evolve their business around transparency.