IBM – Food Trust

Food safety is an increasingly global problem with 600 million people falling ill after eating contaminated food every year. Knowing where your food comes from is more important than ever. To highlight the ‘power of provenance’, we worked with IBM to create a campaign that raised awareness around the growing need for trust in the food supply chain and showcased how IBM’s blockchain technology could give us a clearer picture of the journey of food from farm to plate.

To illustrate the issue we commissioned Swedish photography duo Aorta to create a still life food shoot that highlighted this technology and focussed on the importance of having visibility across the food supply chain, a solution that will hopefully save the UK’s food and drink industry up to £11 billion a year.

This image was published in The Sunday Times Magazine on 21st July 2019.