1. Traceability
Helping you Trust What You Buy

2. Agenda
• Background
• Challenge
• Approach
• Investment
• Revenue
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3. • Web-based Traceability for the Food Industry
• Founded in 2005
• System Operational since end 2006
• Based on food industry operational experience
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Connecting Global Food Supply Chains
Creating a safe and sustainable World

4. Trace Register
• Over 450 customers
– 24 countries, 7 languages
• Head Office in Seattle
– Subsidiaries in Europe,
China, Japan, Thailand,
Vietnam, Ecuador , Brazil
• Linking Buyers
– Retailers and Food Service
• With their Suppliers
– Large and small
– North America, Europe, Asia,
Central and Latin America
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5. Traceability Drivers
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Safety & Quality Sustainability & Social Responsibility
Transparency
Accountability
Responsibility
Accessibility
Speed
= INFORMATION

6. Traceability Pressure Points
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Consumers
Non-Governmental
Organizations Government
Retailers
and
Food Service Companies
Supply Chain
“Trust but verify”

7. Traceability Opportunities
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Engaging the Consumer
Educating and Telling a Story

8. Full Traceability
must be
“Internal” and “Chain”
Traceability Challenge
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9. Most Companies
Have “Internal”
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Traceability Challenge
Retail
Food Service

10. Challenge is
“Chain”
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Traceability Challenge

11. Information
Supply Chain
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Traceability Challenge

12. 12

13. Technology Agnostic
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Packer Distributor RestaurantDCFarm
RFID
Bar Code
GPS

14. Market Opportunity
• Food Industry
– Supply Chain: global and imports growing
– Problems: frequent and high profile
– Size: $1 trillion a year in the USA (2007)
– Prospects: 340,000 food facilities for the USA (2008)
• 198,000 foreign and 142,000 domestic
• Chain Traceability
– Burgeoning market
– Land Grab Opportunity
– Annuity Income
– High Barriers to Entry
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15. 15
HR 2749 S 510
Timing Is Everything
Legislators
&
Regulators
Industry
Media /
Consumer

16. Go To Market Plan
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Power
Brokers
Suppliers/Importers
Exporters/Processors
Processors/Producers
Engage the Power Brokers
Become the Supply Chain Portal

17. Revenue Model
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Power
Brokers
Suppliers/Importers
Exporters/Processors
Processors/Producers
• High Barriers
to Entry
• Annuity Income
• Limited Churn
$0
$6000
$3000
$150-1500
The Power of Large Numbers

18. 18
Automated
Information
Analysis &
Management
Supplier
Management
Communication
and
Collaboration
Supply
Chain
Optimization
Sales,
Branding
And
Marketing
Proactive
Risk
Management
Future Revenue Streams
Supply Chain
Information
Platform

19. Our Growth Raises All Boats
• Value of the Network
– Creating “Critical Mass”
– Become De Facto Standard
– Expanding beyond Seafood
• Laying the Foundations
– Driving the Projects/Pilots
– Implementation Efficiency Tools
– Undertaking the “Heavy Lifting”
• Associated Areas
– Evangelizing and Educating
– Investing in Innovative Supply Chains
– Enabling the “little guys”
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20. Contact
Andy Furner
afurner@traceregister.com
(206) 909 2979
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