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Latitude 28

We helped an Australian beef and lamb exporter develop a blockchain-tracking solution to improve the Chinese consumer experience.

Latitude 28 case study


Key Deliverables

The client

Latitude 28 Produce leans on powerful technology tools like e-commerce, advanced data analysis, augmented reality, and blockchain to allow Australian agro-producers to sell their products to Chinese consumers. They market their products as interactable, engageable and traceable so that consumers in China have a more positive and trustworthy produce and grocery shopping experience.

The challenge

At the time of the project, the supply chain between meat products from Australia (highly desirable and sought after in the Chinese market) did not provide certainty for Chinese consumers.

When high-quality beef would be processed and shipped from Australia, those packages would end up at the same facilities as beef from, for instance, Uruguay, Brazil, China, and other countries, many of which had much less stringent supply chains and agriculture policies.

This meant that high-quality beef would end up on store shelves next to low-grade produce, with the customer not knowing the difference when purchasing, despite the Australian sticker on the packaging. It was estimated that close to 50% of the beef in China that was marked as Australian was, in fact, not.

Not only did this threaten the value of the Australian beef arriving in China, but it also had the potential to harm customers who thought they were purchasing a high-quality product but were eating lower-quality produce. Chinese consumers were aware of these supply chain issues and would regularly question the authenticity of the items they were consuming that were branded as Australian.

Our solutions

Latitude 28 and WPIC developed a solution to this problem, using blockchain technology:

1. Latitude 28 would cut the beef into retail-sized products at its Australian facilities.

2. Latitude 28 would package the retail-sized beef into secure packaging. Each package would have individual blockchain-based verification built into the label.

3. Latitude 28 would package and ship the products to their B2C distribution facility inside China. Packages and products were verified to be authentic, via blockchain traceability, at various points over the course of the supply chain.

4. WPIC developed a smartphone app that would allow customers to scan each package at the grocery store and get verification, via blockchain, that the product was, in fact, authentic.


The Latitude 28 blockchain database is an unalterable history of all transactions, including Australian Government product verification. Today, the final buyer can access a complete record of information and trust that the information they are receiving is accurate and complete. 

After the completion of the project, customers who purchased Latitude 28 beef products were given unprecedented confidence that their groceries were high-quality, authentic Australian beef.

As a result of the project, Latitude not only strengthened their brand in the market but also helped to ensure the health and well-being of their customers.

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