The age of social media has caused consumers to become more aware of what they eat as such there is a rising number of consumers who are demanding to know where their food is coming from.
This can be hard to determine in the meats industry, where traceability is not easy because of the fragmented beef supply chain. As such, Tyson Foods have come up with an innovation where they send miniscule samples of their premium beef to a company called IdentiGen will use DNA markers to identify which individual animal it came from.
As more Lebanese consumers are also seeking quality assurance for their food products, especially with the stories about food hygiene which surface every few years, having such traceability could be helpful.