1. The customer gets confidence in the product as the genuineness can be checked by herself.The customer pays the right price for the right produce.
   
   
2. The store also creates confidence in its customers that the genuine stuff is being stocked and not some cheap imitations being passed off as real.
   

The safety of food products is a prime concern today. What with the recent spinach e coli outbreak, the not so old mad cow disease and other such scares, one cannot but feel scary. This is important for most people because eating is something that one can never avoid, unlike say, traveling by air.Hence anything related to food safety is very important for all of us.

1. No way for the consumer to know the source of the food. For example 1 have no way of knowing whether the particular apple I am buying came from Farmer Jones or not.
   
   
2. No information to verify the “packed on” or “best before” dates.
   
   
3. No traceability. For example in case of an e coli outbreak, the tracing has to be done manually by sifting through records of various entities in the supply chain including retailers, wholesalers, importers, shippers, transporters, etc. Very cumbersome and slow.

One way of raising consumer confidence in the farm produce is by guaranteeing that a particular produce has been sourced from say an “approved” farm. This could be a way to verify that the “organically grown” produce has been really grown in an organic farm, not just labeled that way.

1. In future the governments & food safety authorities, the WHO & other international bodies may mandate the usage of RFID tags to determine the safety of food in the supply chain. Thus international shipments of foodstuff may have to carry tamperproof RFID tags.
   
   
2. Savvy customers may now demand that produce labeled as “organic” or “chemical free” is really so. They may demand that the seller prove the origin by means of a pedigree trail (similar to the drug pedigree shown earlier) or else risk loss of his sales.