Australian agricultural technology firm Aglive has announced the addition of a consumer mobile app to its blockchain food traceability platform, enabling users to monitor \u201cthe source and journey of products\u201d by scanning the label. To get information concerning the source and other details of the product, the user will have to swipe an Aglive smart label through the app. This single act will retrieve all information that would interest the consumer as it relates to the product and its source. Such information could also include recipes and ethical certificates. On regular packages and labels, the information contained is not sufficient enough to inform the consumers about the journey of the products. Such information should include the source of the products (where it came from), and the ethical practices (or the lack of it) which the supply chain stakeholders involved make use of. Executive Director of the Australian agricultural technology firm, Paul Ryan said: "Food fraud costs brands billions of dollars each year, and families deserve the right to know what they\u2019re truly putting on their plate.\u201d With the use of blockchain, the Australian agritech traceability platform can be able to fulfil its goal of ensuring that the safety, transparency and provenance of goods are readily available. The emerging trend to help increase the demands of consumer and government towards corporate transparency has been embraced in Australia, with many firms in a rush to develop new technologies for their consumers. Blockchain food traceability is at the forefront of these emerging trends. As an agricultural technology company, Aglive have reportedly succeeded in its recent completion of domestic and international traceability trials. These trials have been carried out in different industries, which includes dairy and beef. Other agritech platforms have also adopted Aglive\u2019s consumer mobile app its use to promote food traceability, including a U.S. hemp-based food producer, Macka\u2019s Australian Angus Beef, and Apothio. In Europe, Norwegian firm UNISOT has started testing Bitcoin SV-powered supply chain management application SeafoodChain in-market. The system allows actors from the supply chain to end consumers to trace the origins of their product by simply scanning a QR code.