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Icebreaker is a New Zealand-based manufacturer of Merino wool garments including shirts, socks and outdoor wear. Icebreaker customers will find a number on each sales tag that uniquely identifies the garment they bought. When you enter this “Baa Code” (clever Kiwis) on their website, you unlock the supply source of that specific garment.
One of over 130 farmers will introduce themselves, their family and farm in a welcome video. The experience continues with some family snapshots, satellite photos of the farm, specifics on the sheep and some quaint family history.
There’s no wool being pulled over your eyes with this site. The overview includes environmental and manufacturing ethics and animal welfare requirements.
“There’s a group of people that are looking for products of integrity,” says Jeremy Moon, CEO of Icebreaker, “and if you can connect to those people, it will drive your business. But you need to do it authentically. You can’t do it cynically. Otherwise, it’s just green washing.” (quote source )
The notion of Supply Chain Transparency is a growing trend amongst some manufacturers eager to grow and maintain an authentic, trustworthy brand.
- HP has made public the list of its largest suppliers as part of its yearly Global Citizenship Report.
- Dole Organic lets consumers discover the origin of their fruit by entering a three-digit Farm Code found on the fruit sticker into their website. Customers can read background info, view photos of the farm and workers and learn more about the origin of Dole products.
- UK-based Chippindale Food offers customers full egg traceability on wheresyoursfrom.com
This trend may not be enough to buck globalization, but for those businesses interested in connecting with their consumers in a truly meaningful way, there’s plenty of opportunity and trust-building with supply chain transparency.
A radical do.
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5 Responses to “Earning Trust with Supply Chain Transparency”
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November 9th, 2009 at 2:46 pm
A New Zealand company uses web to earn trust w Supply Chain Transparency http://bit.ly/2Y3tCy (@d_breshears @CollinDouma)
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November 9th, 2009 at 5:01 pm
Earning Trust with Supply Chain Transparency http://bit.ly/233eZz < Like the link re: Dole Organic fruits here
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November 9th, 2009 at 5:15 pm
See EXACTLY where the wool in your shirt, or fruit in your juice comes from http://ow.ly/APZg
This comment was originally posted on Twitter
November 9th, 2009 at 5:15 pm
See EXACTLY where the wool in your shirt, or fruit in your juice comes from http://ow.ly/APZA
This comment was originally posted on Twitter
November 9th, 2009 at 7:45 pm
cool examples from @collindouma radical trust – Earning Trust with Supply Chain Transparency http://bit.ly/1FctnM
This comment was originally posted on Twitter