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Food Trax

Transparent & Visible Food Value Chain, providing trail of ingredients and brand protection solutions among supply chain stakeholders.

Photo of Saqib Shabbir
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Lead Applicant Organization Name

ZAUQ Group

Lead Applicant Organization Type

  • Small company (under 50 employees)

If part of a multi-stakeholder entity (i.e. team), provide the names of other organizations and types of stakeholders collaborating with you.

ZAUQ Group

Website of Legally Registered Entity Relevant Domains

How long have you / your team been working on this Vision?

  • 3-10 years

Lead Applicant: In what city or town are you located?


Lead Applicant: In what country are you located?


Your Selected Place: what’s the name of the Place you’re developing a Vision for?

Southern region of Pakistan's Punjab Province 22 Southern Districts Area of South Punjab is 106778 km^2 Population 33003732

What country is your selected Place located in?


Describe your relationship to the place you’ve selected.

Organization is based in Pakistan where it is operating since more than two decades, we are providing Industrial Automation solutions to Food Manufacturers. We have domain knowledge about Food sector of Pakistan, we are passionate to solve problems of food sector to achieve better life style of Southern Punjab, Moreover we are also working in Agricultural sector by providing Tech based solutions to local small and corporate farmers for capacity building.

Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.

The southern Punjab produces more than 80 per cent of the cotton in the province.

South Punjab is also known for its mango orchards. In 2008-09 Pakistan ranked 6th in mango producing countries of the world. It was ranked 11th among exporters, earning only 3 per cent of the world export proceeds.

The south Punjab has been self-sufficient in the past. Three rivers; Sutlej, Chenab and Indus flowed through it. It had a distinct culture and language. It was during Ranjeet Singh’s reign, after the fall of Muzaffar Khan, that Multan lost its autonomy and was ruled by a nazim who enjoyed the status of an independent ruler but had the support of the Maharaja.

Dera Ghazi Khan was the great producer of indigo. It was located on the transit route for Kandahar and Kabul. Hindu traders from Shikarpur frequented the town as noted by Alexander Burns, a special envoy of the governor general to Maharaja Ranjit Singh who travelled via River Indus in 1830. The Hindu capital found its way to the agricultural land and Burns suggested the importance of indigo which was a commercial crop.

When British took control of the Punjab in 1858 it was divided into five administrative divisions. Multan was one of those. After the partition it was placed under Lahore.

What is the approximate size of your Place, in square kilometers? (New question, not required)


What is the estimated population (current 2020) in your Place?


Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.

In 2020

Considering issues like false labelling and counterfeiting, food industry losing consumer trust. Additionally National and International Food administration authorities and Public Sector Food Procurement Institutions are now requiring initiatives for food Traceability. Food Traceability refers to ability to be traced back to origin source of products, through all stages including production, processing and distribution. Supply chain inefficiencies in the food industry are driven from the lack of a national traceability regulation and the lack of adoption of global standards. Traceability programs are beneficial for manufacturers by protecting their brand image and enhancing consumer trust. It contains more transparency and security, having capacity of tracing individual batches and lots of material at each step of the process.

Food industry lacking trust, transparency and data immutability making it vulnerable to tampering by not having digital solution beyond regulatory requirements. There is no ownership visibility of food products and Cold Chain Monitoring for life cycle of food products, and real time fake product detection system to identify high alert areas. There is no method in developing countries to recall faulty produced products from market giving recall alert upon checking food ingredients trail. Fatal and severe disability incidents take place because of substandard and falsified food for not having digital and transparent solution to control such incidents.

Counterfeit or fake products are equally harmful for all consumers - mislabeling and usage of low quality ingredients in products is causing deceases, disabilities and fatal injuries, for not having digital solutions and strict regulations trust and food regulations in developing countries situation is more worse.

Agriculture sector is the backbone of Pakistan’s economy. It’s not just food, Pakistan’s top export products (textile and rice) depend on it. The agriculture sector employs 42% of Pakistan’s workforce. This year “growth” in agriculture sector is projected at minus 8% (-8%).

In 2050

Because of global warming Ice reservoirs are melting causing floods and massive shortage of water, In 2050 there will be huge shortage of water. There is need to help farmers to adapt technological best practices for capacity building.

As urbanization is causing major damages to farming, cultivatable nutrients rich land is being urbanized, making farmers to leave their profession because of low income streams. Having less or no greenery will cause exponential acceleration for global warming. 

Address the Challenges: Describe how your Vision will address the challenges described in the previous question.

By implementing digital solutions beyond regulatory requirements will enhance efficiency in supply chain, eliminate fake and faulty food incidents, will ensure patient safety in more transparent healthcare Eco system.

Food Trax working on Halal Traceability Solutions providing complete trail of ingredients from Farm to Fork and Brand Protection Solutions to verify authenticity of products in supply chain using end user Mobile App. Food Traceability solutions are used to track and trace products at various stages of supply chain.

•Real time detection of fake products by Scanning Barcode with Mobile App

•Transparency of ownership transactions in supply chain

•Recall Effectiveness, ability to withdraw faulty product from market

•Cold Chain Monitoring to record temperature data logs for complete life-cycle of product

•Transparency of material Flow, From Manufacturer till End consumer

•R&D: Blockchain Data Immutability for Trust and Transparency

Food traceability when done with barcodes and serialization, allows item level traceability. Also help resolve issues related to recall management, consumer safety by having anti-counterfeit solution, market segregation, obsolesce Management, Transparency of ownership, Supply Chain visibility and Lean Inventory Management. Brands can proactively work with their supply chain partners to enable standards-based systems and once and for all, break down the data silos that hinder effective traceability. Through this collaboration, industry stakeholders can more easily predict the course of action for a recall and even conduct mock recalls regularly so there are no surprises.

Companies will adopt more proactive and efficient recall processes that protect the public from harm, and help avoid disastrous consequences in the future. When an incident occurs, the food traceability system could efficiently assist in the recall of the food product(s) in question and assist in the investigation of the cause. Also transmitting and verifying the relevant information would contribute to increasing reliability on the information of the label and so on, and thus enables consumers to purchase food with a sense of security. Manufacturers can isolate product by their GTIN during a recall, and have batch/lot/serial numbers readily available to find out if more potentially affected product is on its way to a given location.

Real time crop and weather management by using Global Information System Technology

Intellectual Property rights of regional food products to support local farmers and local food recipes by 2050, to provide producers and processor access to global markets on reasonable rates, Geographical Indication - IP - Premium Food

Internet of Things based Technological solutions to capture relevant data and share among devices to monitor and control farm remotely and efficiently.

Agriculture Tourism projects to provide modern facilities in conventional farming to promote and aware healthy farming practices.

High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.

People of South Punjab will have adapted world's best practices for farming providing them ability to get maximum per acre yield, export for world's best rates. It will help them to cater poverty and uplift thier living standard. Food Traceability solutions will enable Transparency among supply chain stakeholders for consumption of food and also it will prevent food frauds.  

Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?

Food Trax will help farmers and food producers to tackle water shortages and other environment changes by using technology in Farming and Food Processing.

By providing nutritional values to end users of food products will empower them to check labels and authenticate digitally the claim of food producers in term of nutritional values. As Stunting, Malnutrition and Wasting is a major problem of South Punjab.

By helping Farmers to export agricultural products and giving export markets the access to check the status of land and practices on Agri land via mobile App.

By 2050 there will be Transparent value chain of Agri and Food products, having provided capacity building to get optimum yield of produce.

Technology is the only solution to cater food fraud, by enabling Traceability from the point of Farm to Fork will help to create among stakeholders of value chain.

Initially right now here is regulatory driven demand of Technological solution, which force food manufacturers to comply with regulatory requirement. In 2050 there will be consumer demand driven regulations to help the food value chain Eco system to evolve in it's ideal form.

How did you hear about the Food System Vision Prize?

  • Website


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