The news story style video was utilised to explain how the new innovation ‘CropConnect’ works. The aim of the video is to clarify the primary goals of the new application to a national audience. CropConnect is a mobile and desktop app that acts as a decentralised marketplace where producers can sell their goods directly to consumers. The app is supported by blockchain technology and has the ability to trace agricultural practices to monitor the environmental impacts of a product. The implementation of blockchain technology is becoming increasingly utilised in various industries as it creates an environment of trust when data is shared as the technology ensures the security and validity of information without third-party control (Ali et al. 2021). 

CropConnect aims to ‘cut out’ intermediaries in the food distribution process in order to benefit the environment by limiting carbon emissions and removing the requirements that are needed to sell food in supermarkets. These requirements include the excessive use of chemicals to keep produce ‘fresh’ however this is not good for human consumption, supermarkets also only accept perfect produce to sell which leads to mass food wastage (Scholz, Eriksson & Strid 2015). By removing intermediaries it allows farmers to gain more control, agency and security in the cost and production of their produce. 

CropConnects’ use of a sustainability tracker provides consumers with an efficient way of finding sustainable local produce and encourages people to purchase produce that is produced ethically. By having blockchain as the foundation of the tracker this ensures that the sustainability verifications cannot be faked and allows consumers to make informed buyer decisions. CropConnects initiative will have a greater impact on the quality of life for all of society by improving our environment and increasing food security. By utilising our digital and social innovation it will bring society closer to achieving the United Nations Sustainable Development Goal 2 which aims to “end hunger, achieve food security and improved nutrition and promote sustainable agriculture” (United Nations 2023).  

CropConnect also has the potential to exceed current supermarket avenues as one of the core functions of the app allows consumers to have their goods delivered conveniently to their door. This is significant to CropConnect’s success as online grocery shopping is on the rise with a 14 per cent growth rate in the last 5 years (Anesbury et al. 2015).

However, it is important to consider possible concerns that can arise from utilising blockchain technology. A primary concern associated with the use of blockchain is the risk of data leaks as the technology is not completely protected (Huynh, Nguyen & Tan 2019). Another key issue is that it is very difficult to change data from the blockchain once it has been recorded. There are very rare cases where blockchains have been reversed however there is always evidence that this has occurred (Politou et al. 2019). These concerns have the potential to affect both consumers’ and farmers’ trust and adoption of the app. 

Upon reflection, CropConnect has the ability to incorporate new technologies into traditional industries, enhancing the way business is conducted and ensuring that important practices such as traditional farming are not removed and are instead improved. As highlighted in the video, CropConnect has decided to launch locally within the Illawarra area but has the potential to expand nationally as the application’s predicted success will benefit all of Australia’s citizens. 

References:

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