Can Traceability Drive Sustainability

Can Traceability Drive Sustainability?

For years, traceability was viewed primarily as a compliance tool — something companies leaned on during recalls or to meet regulatory mandates like FSMA 204. But across the global food system, that framing is changing.

Traceability has moved beyond food safety. It now underpins sustainability, accountability, and trust — turning company commitments into proof and aligning what businesses promise with what consumers expect: food that is safe, responsibly sourced, and better for the planet.

A New Era of Accountability

From retailers to restaurants, the pressure is coming from all directions — not just regulators, but consumers themselves. People want to know where their food comes from, how it was produced, and what impact it has on the environment.

A joint study by McKinsey & Company and NielsenIQ found that 78% of U.S. consumers say living a sustainable lifestyle is important to them — and they’re backing that belief with purchasing decisions. In this environment, sustainability claims can no longer rely on marketing alone. They require proof.

Traceability makes those commitments tangible. It enables brands to show — not tell — by tying sustainability claims to verifiable data and real-world actions across the supply chain.

When Sustainability Meets Policy

As sustainability expectations rise, regulations are beginning to reflect the same priorities consumers care about: transparency, accountability, and environmental responsibility.

In the U.S., FSMA 204 strengthens traceability requirements to improve supply-chain visibility and data accuracy. While the compliance timeline has shifted, many companies are already investing in traceability systems to gain better insight into sourcing, handling, and movement of food. In Europe, the EU Deforestation Regulation (EUDR) goes a step further by requiring proof that certain commodities are not linked to deforestation. This directly ties traceability data to environmental impact, helping companies verify responsible sourcing practices.Together, these policies reinforce a growing reality: sustainability efforts depend on reliable, connected data. Without traceability, environmental commitments are difficult to measure, validate, or improve..

The FDA’s Food Traceability Rule (FSMA 204) extended the original compliance date from January 20, 2026 to July 20, 2028. While the timeline has shifted, the underlying requirements have not — and many companies aren’t waiting.

Major retailers have already embedded FSMA 204 data expectations into supplier requirements today, accelerating adoption regardless of regulatory timelines.

In Europe, the EU Deforestation Regulation (EUDR) goes even further, requiring companies to prove that products like cocoa, coffee, soy, and palm oil are not linked to deforestation. Compliance begins in late 2025 for larger companies and follows shortly after for smaller businesses.

Together, these regulations send a clear global message: data integrity is sustainability. Even with phased or extended deadlines, readiness has become a competitive advantage — not just a compliance checkbox.

The Power of Connected Data

Every temperature reading, pallet scan, and shipment event holds the potential to make the food system more sustainable. When those data points are connected through digital traceability systems, they reveal where waste, inefficiency, and emissions occur — and how to reduce them.

Cold-chain data helps prevent product loss before it happens

Route optimization reduces fuel consumption and spoilage

Digital records enable credible sourcing and sustainability verification

What was once “compliance data” becomes climate intelligence — a measurable path to lower emissions, less waste, and better outcomes for both business and the environment.

From Greenwashing to Green-Proofing

Today’s consumers aren’t just reading labels — they’re reading signals. They expect transparency, fairness, and accountability from the brands they trust.

Traceability provides the proof behind claims related to regenerative agriculture, carbon footprint, or ethical sourcing. This shift — from greenwashing to green-proofing — is redefining how trust is built across the global food supply chain.

Compliance as a Catalyst

FSMA 204 and EUDR may have started as regulatory frameworks, but their impact goes far beyond compliance. Once systems are in place to capture and share standardized data, that same infrastructure can support sustainability measurement — from water use and energy consumption to packaging footprint and emissions intensity.

Regulation may be the spark, but sustainability is the outcome.

Collaboration Is the Missing Ingredient

No company can achieve sustainability or compliance in isolation. Growers, packers, distributors, logistics providers, retailers, and technology partners must work together — sharing data securely, consistently, and across systems.

That’s where neutral connectivity becomes essential. When data can move freely between existing systems and across regulatory frameworks, companies can progress without rebuilding what already works.

It’s collaboration at the data layer — and it’s the foundation for a more transparent, more sustainable food system.

The Bottom Line

Deadlines may shift. Regulations may evolve. But consumer expectations aren’t waiting.

Traceability is becoming the new definition of responsibility — proving not just where food came from, but how it honors the land, the people, and the planet behind it. Sustainability isn’t a deadline. It’s a direction.

The real question is whether your data is ready to move in that direction — ready to support the claims you’re making and the outcomes you’re striving to achieve. At Starfish, we see traceability as the starting point. When data moves seamlessly across the supply chain, it becomes the foundation for sustainability, accountability, and smarter decision-making.

Written by Johnna Hepner

Johnna Hepner brings over 30 years of experience driving innovation in food safety and supply chain systems. She has held leadership roles at the Produce Marketing Association, Markon Cooperative, and iFoodDS, where she championed initiatives to enhance food safety, improve supply chain transparency, and advance digital adoption in the produce industry.