Understanding The Produce Traceability Initiative
Many people are finally coming to grips with the reality that PTI (the Produce Traceability Initiative) — an industry-led effort to move the supply chain to a common standard for electronic produce traceability by the end of 2012, making it possible to track produce from its point of origin to a retail location where it is purchased by consumers — is here to stay. And while PTI remains voluntary, the initiative has generated significant momentum across all levels of the fresh produce supply chain — from the individual grower all the way to the retail grocer. But let’s back up for a minute.
In January of this year, President Obama signed into law the Food Safety Modernization Act, a sweeping piece of legislation that improves the capacity to prevent, detect and respond to food safety problems.
In anticipation of the changes brought on by the Act, the fresh produce industry created the Produce Traceability Initiative in 2009. This pro-active, industry driven initiative enlisted the help of the Produce Marketing Association (PMA), the United Fresh Produce Association (United) and the Canadian Produce Marketing Association (CPMA) to administer and provide professional oversight.
The initiative itself is broken down into seven milestones and is being implemented over a period of several years.
The basic premise is that every case of produce entering the supply chain must have a standardized label containing Global Trade Item Number (GTIN) data. If you’re unfamiliar with GTIN data, it identifies a company, product and lot. You can read more about GTIN data and labels in Best Practices for GTIN Assignment Strategy via the Produce Traceability Initiative website.
As it turns out, GTIN data must be recorded and passed from company to company as cartons and pallets of produce move through what’s called the chain of custody. Initially, this will be accomplished through a standardized pallet tag called a Serialized Shipping and Container Code (SSCC) (if you’re unfamiliar with SSCC, check out Traceability for Fresh Fruits and Vegetables, also available from the Produce Traceability Initiative website).
If you think these changes are limited to the fresh produce industry, think again. Other initiatives in other supply chains — including food service, seafood, meat, poultry, and dairy — are being considered and are currently in various stages of adoption. Luckily for those of us who support traceability with products and services such as TRUETRAC, all traceability initiatives have been patterned with GS1 association standards similar to what we’re seeing with PTI.
Even though PTI is a standard, the implementation of the initiative can take various forms. Each company is different, and each crop is different with each packing process having its own nuances.
If all of this sounds as if it may impact your business, the answers to key operational considerations will help you determine how to proceed. Questions that come to mind include:
- How does my company get a label onto every case across my whole operation and all my crops?
- How does my company forward data when product is shipped to my supply chain trading partners?
- How does my company receive data when product is received from my supply chain trading partners?
If you’re just getting started with a PTI compliance program of your own, we recommend identifying a “PTI Champion” — someone from within your organization’s own ranks, whether that be a particular employee or a small appointed task force. Anything having to do with PTI would be forwarded to this person or group.
Beyond designating a champion, the process begs the question, Where do I begin? And it always begins with a concentrated focus and thoughtful questions. Fortunately, there are many experts to help, including the Produce Traceability Leadership Council and www.producetraceability.org — the official website of PTI — where each PTI-related milestone opens up a discussion. We also recommend turning to your industry trade association for assistance. Association-related champions include Ed Treacy of PMA, Dan Vache of United, and Jane Proctor from CPMA. With the help of this trio of experts, along with support from their organizations, you have access to a wealth of industry knowledge, a library of up-to-date information, and a network of companies and solutions.
Finally, many vendors are available to offer good insight and specific suggestions for your operation. Engage the vendor community with product demonstrations. Many, like TRUETRAC, offer pilot projects and can deliver helpful insight into your specific needs. Our pilot experience has been across a cross section of crops, locations and processes. We have demonstrated that PTI is possible, and most likely not as difficult as you might have thought. But until you immerse yourself into the process, your solution may remain a mystery. Roll up your sleeves, keep the questions coming and build your plan.
Embrace PTI and get started today!
Where is this initiative taking place? Only in North America and Canada or does it extend to Asia as well?
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