United Fresh News > United Fresh Becomes Trust Alliance Observer

2 March 2021

United Fresh Becomes Trust Alliance Observer

United Fresh is pleased to advise acceptance of Trust Alliance New Zealand’s offer to act as an observer at Trust Alliance meetings.

United Fresh is the pan-industry body for fresh produce in New Zealand. Members include seed producers, growers, packers, wholesalers, marketers, importer/exporters, transporters, retailers, fresh cuts and service providers that integrate all segments of the fresh produce industry.

Trust Alliance New Zealand is a primary industry consortium, collaborating to develop an innovative system for data interoperability and information sharing, through a Blockchain technology system.

United Fresh’s observer role will assist the New Zealand produce industry in its understanding of the impact Blockchain technology systems will have on perishable food supply chain structures, as such technology is starting to be deployed within the fresh produce industry.

United Fresh will be represented by Jacob Lawes. Jacob is already involved in other Technical Advisory Group matters at multiple levels, including Traceability and Industrial Gases.

We look forward to the learnings Jacob will generate as he engages with the Trust Alliance team. These will serve to assist United Fresh in keeping itself abreast of the activities in this critical aspect of our industry’s supply chain development.

Details on the Trust Alliance can be found at The current Chair of the Trust Alliance is Chris Claridge, CEO of Potatoes NZ Inc. Potatoes New Zealand Inc. is a member of United Fresh NZ Inc.

Dr Hans Maurer
Chair, Technical Advisory Group