Traceability is transforming the food and beverage (F&B) industry, quickly becoming essential for upholding compliance, driving sustainability, and strengthening consumer trust as regulations and expectations soar. In a recent TraceGains webinar, The Strategic Role of Traceability in a Shifting Regulatory Landscape, industry leaders gathered to discuss how F&B companies can harness traceability to meet new regulatory demands and build resilient supply chains.
The expert panel featured former FDA Traceability expert Andy Kennedy, a crucial contributor to the development of the FSMA 204 Rule for Traceability, and now chief traceability officer at iFoodDS; Natalie Hunter, managing director of New Era Partners; and Carl Olivier, founder and CEO of Sustained. Together, they shared valuable insights on how evolving regulations like FSMA 204 are reshaping food safety and quality standards—and why companies must proactively adapt their traceability practices to thrive in this new environment. Continue reading for key highlights from the webinar.
1. Traceability is no longer just a compliance tool—it’s a strategic asset
Amid rising consumer expectations and growing food chain complexities, regulatory bodies worldwide are ramping up food safety standards to keep pace. FSMA Rule 204, set to take effect in 2026, has already been signed into law and will require F&B companies to enhance end-to-end traceability systems. Moreover, the rule means that certain food manufacturers must track and share detailed records across the supply chain, creating a clear chain of custody for ingredients.
But the collection of data elements required by FSMA 204 isn’t just about compliance—it’s a game-changer for strategic business insights. By gathering detailed data across every touchpoint, F&B companies gain unparalleled visibility into their own operations and entire supply chains. This level of insight allows brands to identify inefficiencies, anticipate risks, and make data-backed decisions that drive growth, resilience, and competitive advantage.
2. Traceability as a driver of sustainable supply chains
The need for high-quality data that serves multiple strategic goals is mission-critical, especially at the intersection of traceability and sustainability. For many F&B companies, robust traceability begins with full lifecycle product assessment, allowing brands to gauge and reduce environmental impact across sourcing, production, and distribution. By tapping into detailed data during procurement—whether choosing suppliers, ingredients, or raw materials—businesses can ensure that sustainability considerations are built into each step of product development, helping to drive long-term environmental impact reduction.
Plus, TraceGains’ networked ingredients marketplace facilitates collaboration among suppliers, manufacturers, and other stakeholders. This networked approach fosters a cooperative environment where data sharing is streamlined, making it easier for companies to meet regulatory expectations and stay ahead of potential risks.
3. Enhancing consumer trust through transparency
As consumers demand more transparency about the origins and safety of their food, F&B brands face increasing pressure to prove the integrity of their products. Therefore, a comprehensive traceability strategy not only supports regulatory compliance, but also acts as a bridge for transparent, trustworthy communication with consumers. With reliable traceability tools, brands can share verified information about their supply chains, enhancing consumer confidence and loyalty.
TraceGains’ platform, with its emphasis on digitized record-keeping and data-sharing capabilities, allows companies to document every step of their supply chain. This level of transparency can be a significant advantage in today’s market, where informed consumers are more likely to remain loyal to brands that prioritize safety and sustainability.
Why now is the time to invest in traceability solutions
With the FSMA 204 enforcement date looming in the US, and an array of environmental traceability regulations taking shape in the US, UK and European Union, the stakes are higher than ever. The convergence of stricter regulations and consumer demand for transparency means that traceability is no longer optional for F&B brands. Companies that implement traceability solutions stand to benefit in multiple ways, from regulatory compliance to improved supplier relationships, to better risk management, and a stronger market position. TraceGains’ mission to create agility and resilience in the CPG supply chain is helping brands not just survive but thrive in this complex landscape.
Watch the full webinar on demand
This webinar offers valuable insights for any F&B professional looking to strengthen their traceability strategy. Watch the full webinar on demand to learn more about how TraceGains can help your brand navigate new regulations and improve supply chain resilience. Don’t miss this opportunity to prepare your company for the future of food safety and quality.
