Woman scanning barcode in organic grocery store,

New Zealand government-owned food safety and quality assurance company AsureQuality has officially signed a strategic alliance with Australian product authenticity, protection and traceability technology firm Authenticateit.

The global food sector has experienced significant change as a result of increasing demands from regulators and consumers. Both parties are increasingly calling for greater oversight and transparency of supply chains to ensure product safety, quality and authenticity. In light of these growing concerns and anticipated regulatory changes,this agreement brings together the expertise of both parties to produce a single unique solution for government bodies, manufacturers and consumers worldwide.

“Having canvassed all available offering within the product authentication technology space, AsureQuality has found Authenticateit to represent best practice in the areas of traceability and anti-counterfeiting,” said AsureQuality’s CEO John McKay.

“This new combined offering enables the food sector to provide trading partners and consumers with the highest level of confidence in their products.”