Whole Chain Traceability: A Successful Research Funding Strategy

The following work product represents a critical part of the first successful strategy for obtaining funding from the USDA relative to "whole chain" traceability. It is the work of this author as weaved into a USDA National Integrated Food Safety Initiative (NIFSI) funding submission of the Whole Chain Traceability Consortium™ led by Oklahoma State University and filed in June 2011. This work highlights the usefulness of Pardalis' U.S. patents and patents pending to "whole chain" traceability. It highlights the efficacy of employing granular information objects in the Cloud for providing consumer accessibility to any agricultural supply chain. In August 2011 notification was received of an award ($543,000 for 3 years) under the USDA NIFSI for a project entitled Advancement of a whole-chain, stakeholder driven traceability system for agricultural commodities: beef cattle pilot demonstration (Funding Opportunity Number: USDA-NIFSI RFA (FY 2011), Award Number: 2011-51110-31044).

With the funding of the NIFSI project, the USDA has funded a food safety project that is distinguishable from the Food Safety Modernization Act projects being funded by the FDA and conducted by the Institute of Food Technologists (IFT). Unlike the FDA/IFT projects, the scope of the funded NIFSI project uniquely encompasses consumer accessbility to supply chain information.

A useful explanation of the benefits of a “whole chain” traceability system may be made with critical traceability identifiers (CTIDs), critical tracking events (CTEs) and Nodes as described in the IFT/FDA Traceability in Food Systems Report. CTEs are those events that must be recorded in order to allow for effective traceability of products in the supply chain. A Node refers to a point in the supply chain when an item is produced, process, shipped or sold. CTEs may be loosely defined as a transaction. Every transaction involves a process that may be separated into a beginning, middle and end.

While important and relevant data exists in any of the phases of a CTE transaction, the entire transaction may be uniquely identified and referenced by a code referred to as a critical tracking identifier (CTID). For example, with the emergence of biosensor development for the real-time detection of foodborne contamination, one may also envision adding associated real-time environmental sampling data from each node.

What is not described or envisioned in the IFT/FDA Traceability in Food Systems Report is the challenge of using even top of the line “one up/one down” product traceability systems that, notwithstanding the use of a single CTID, are inherently limiting in the data sharing options provided to both stakeholders and government regulators. Pause for a moment and compare the foregoing drawing with the next drawing. Compare CTID2 in both drawings with CTID2A, CTID2B, etc. in the next drawing. The FDA/IFT food safety projects described above are at best implementing top of the line "one up/one down" product traceability systems with the use of a single CTID. But with “whole chain” product traceability, in which CTID2 is essentially assigned down to the datum level, transactional and environmental sampling data may in real-time be granularly placed into the hands of supply chain partners, food safety regulators, or even retail customers.

The scope of “whole chain” chain information sharing within the funded USDA NIFSI project goes well beyond the “one up/one down” information sharing of the FDA/IFT projects. The NIFSI project addresses a new way of looking at information sharing for connecting supply chains with consumers.

The granularity of Pardalis' Common Point Authoring (CPA) system (as is necessary for a “whole chain” product traceability system) is characterized by the following patent drawing of an informational object (e.g., a document, report or XML object) whose data elements are radically and uniquely identified. The similarities between the foregoing object containing CTID2A, CTID2B, etc., and the data element identifiers of the following drawing, should be self-evident.

For the purposes of the NIFSI funding opportunity, the Pardalis CPA system invention was appropriately characterized as a “whole chain” product traceability system.  A further, high-altitude drawing, characterized the application of the invention to a major U.S. agricultural supply chain:

Several questions were required in the USDA's NIFSI "Review Package" to be addressed before actual funding. The responses to two of those questions were crafted by this author. They are worth inserting here ....

Question 1: A reviewer was skeptical that the system would be capable of handling different levels of data (consumer, producer, RFID, bar code) seamlessly.

There is an assumption in the reviewer’s opinion that data is different because it is consumer, producer, RFID, bar code, etc. The proposed pilot project is based on a premise that data is data. The difference in data that is perceived by the reviewer is not in its categorization per se but in its proprietary nature. That is, it is perceived to be different because it is locked up (often in categories of consumer, producer, RFID, bar code, etc.) in proprietary data silos along the supply and demand chains. It is reasonable to have this viewpoint given the prevalence of "one-up/one-down" data sharing in supply chains. As stated in the Positive Aspects of the Proposal, “[t]he use of open source software and the ability to add consumer access to the tracability (sic) system set this proposal apart from other similar proposals.” The proposed pilot project will demonstrate how an open source approach to increasing interoperability between enterprise data silos (buttressed by metadata permissions and security controls in the hands of the actual data producers) will provide new "whole chain" ways of looking at information sharing in enterprise supply and consumer demand chains. For instance, consumers could opt for retailers to automatically populate their accounts from their actual point-of-sale retail purchases. Consumers could additionally populate accounts in a multi-tenancy social network (like Facebook) using smartphone bar code image capturing applications. Supplemented by cross-reference to an industry GTIN/GLN database, the product identifiers would be associated with company names, time stamps, location and similar metadata. This could empower consumers with a one-stop shop for confidentially reporting suspicious food to FoodSafety.gov. Likewise, consumers could be provided with real-time, relevant food recall information in their multi-tenancy, social networking accounts, and their connected smartphone applications.

Question 2: A member of the panel was skeptical that the consumer accessibility would be largely attractive as this capability currently has limited appeal among consumers.

We recognize this viewpoint to be a highly prevalent opinion within an ag and food industry predominantly sharing data in a “one-up/one-down” manner. When one uses a smartphone today to scan an item in a grocery store, the probability of being able to retrieve any data from the typical ag and food supply chain is very low. However, we have been highly influenced in our thinking by the existing data showing that many consumers do not take appropriate protective actions during a foodborne illness outbreak or food recall. Furthermore, 41 percent of U.S. consumers say they have never looked for any recalled product in their home. Conversely, some consumers overreact to the announcement of a foodborne illness outbreak by not purchasing safe foods. We have been further influenced by how producers of organic and natural products are adopting rapidly evolving smartphone and mobile technologies as a way of communicating directly with consumers, and increasing their market share. We contend that by increasing supply chain transparency with real-time, whole chain technologies, “consumer accessibility” will become more and more appealing.  We contend this to be especially true when there is a product recall and the products are already in the home. And so, again, our high interest in working with FoodSafety.gov.

The foregoing strategy and comments may be freely cited with attribution to this author as CEO of Pardalis, Inc. It is offered in the spirit of the "sharing is winning" principles of the Whole Chain Traceability Consortium™ (now being rebranded as @WholeChainTrace™). However, no right to use Pardalis' patent or patents pending is conveyed thereby. If you wish to be a research collaborator with Pardalis, or to license or use Pardalis' patented innovations, please contact the author.

Clive Boulton: Whole Chain Traceability, pulling a Kobayshi Maru

Whole Chain Traceability, pulling a Kobayshi Maru.

A little background information about how this presentation came to be ....

Clive Boulton made this timely, impressive presentation at a luncheon held in Stillwater, Oklahoma on 6 January 2012. Stillwater is where Oklahoma State University - lead research institution of the Whole Chain Traceability Consortium - is located. The pathway to Stillwater from the Seattle area began with the CCNx conference held at the Palo Alto Research Center in September, 2011. I attended CCNxCon to make one or more connections relevant to the Whole Chain Traceability Consortium. Clive wasn't physically at the conference but he was looking in from north of Seattle via a live audio/video stream. Clive heard me asking a question from the audience about possibly applying CCN to supply chain traceability needs in food safety. Like me, Cliive has a passion for food traceability and so he tweeted "Who's that?" to one of the CCNxCon managers. A Twitter introduction was made.

Clive is currently a co-organizer of the Seattle Google Technology User Group at GTUG - http://www.meetup.com/seattle-gtug. He has a "finger on the pulse" of technology developments in Seattle and Silicon Valley which he commonly blogs about at http://cliveboulton.com/. And Clive has specially blogged there about Pardalis' Common Point Authoring at http://cliveboulton.com/post/12071791931/pardalis-is-banking-on-granular-information.

Clive is particularly interested in enterprise connected consumer solutions at web scale with polyglot technologies. Clive has opinions on how MSFT SQL Azure (or other "Big Data" databases) may be horizontally sharded (i.e., partitioned) with immutable informational objects for massive scalability. He is also very knowledgeable of the need to balance scalability against inherent latency issues that may result, for instance, in slow consumer access via mobile devices. And he has practical ideas about how to syngergistically leverage the resources and relationships of the Whole Chain Traceability Consortium for fostering an ecosystem of API development.

As a result of his visit to Stillwater, I am pleased announce that Clive will be serving as a consultant to the Whole Chain Traceability Consortium a/k/a @WholeChainTrace. This should make for a potent connection between the #CollabEnt (i.e., collaboration enterprise) of Clive's 20th slide and the increasingly critical need for real-time food traceability. Stay tuned.

Update on Sunday, January 15, 2012 at 10:15PM by Steve Holcombe

 New Slide 19 by @iC - #Cloud Application: Partnership model for a neutral #traceability database | http://www.slideshare.net/clibou/wctcevolution

The Whole Chain Traceability Consortium

The Whole Chain Traceability Consortium™ (@WholeChainTrace) is currently comprised at its core of researchers, educators, extension specialists and collaborators at Oklahoma State University, North Dakota State University, Michigan State University, the University of Arkansas, and Pardalis, Inc., an Oklahoma advanced  information technology company. These institutions are joined together by "sharing is winning" principles. Steve Holcombe, Pardalis' CEO, serves as a networker and coordinator among, between and beyond these institutions.

The vision of @WholeChainTrace is that new strategies for "whole chain" management of agricultural and food data - with a security model - are needed. We believe that these new strategies will increase the availability and quality in supply chains of transparent data. We believe that these new strategies will open up exciting sustainable business models for both large and small agricultural companies. We believe that social networking, the emergence of the "Internet of Things", and mobile technologies are dynamically driving this need. And, for instance, we believe that consumers will significantly benefit from real-time access to new data related to the safety of their food.

@WholeChainTrace coalesced in preparing food safety proposals for over $50M in 2010 USDA NIFA agricultural funding. In August 2011 notification was received of an award (~$550K/3 YRS) under the USDA National Integrated Food Safety Initiative. Pardalis' enterprise-class, multi-tenancy is at the heart of that project. This project begins a process for a patent-hardened open source licensing strategy for food and ag supply chains branded with Pardalis’ Whole Chain Traceability Consortium™.

The Web was originally conceived as a tool for researchers who trusted one another implicitly. Building in the missing layers of trust and provenance that make possible “whole chain” information sharing is one of the “next Big Things” for the Internet. Global patent portfolios are expensive and time-consuming to obtain and protect. Pardalis has been patiently building a formidable global patent portfolio in the U.S., China, the EU and other countries since 2001. These patents cover critical methods for introducing trust and provenance to whole chain information sharing with information-centric networking.

Other funding activities - both national and international - are in process. That includes a pre-submission seeking funding under the NSF Partnerships in International Research and Education (PIRE). On 19 October 2011 @WholeChainTrace - led by Oklahoma State University - filed a pre-submission entitled "Advancement of a whole-chain, stakeholder-driven traceability and supply chain management system to improve food safety and reduce food waste". As well phrased by Leo Bonanni of SourceMap, global trade in agricultural and food products is a series of discrete transactions between buyers and sellers. It is generally difficult – if not impossible – to determine a clear picture of the entire life cycle of such products.

The goals of the proposed NSF PIRE research are epitomized by a vision of consumers able to point a smartphone at a food product bar code, and retrieve a global sourcing map and reliable information about the product. This access may help save peoples lives in a food safety recall, verify sustainable agricultural practices, and learn more from consumers about their personal experiences with food products.

Domestic collaborators with @WholeChainTrace in the NSF PIRE pre-submission include Top 10 Produce, LLC and SourceMap. International collaborators include Dr. Sjaak Wolfert, Sr. Scientific Researcher on ICT in Agri-Food Supply Chain Networks at the University of Wageningen, the Netherlands, and Coordinator of the EU funded Smart Agri-Food Project. Also, Prof. Maohua Wang, College of Information and Electrical Engineering, Chinese Agricultural University – Beijing, China. Prof. Wang is Director of Strategic Research on Key Technology of Agricultural Information Technology funded by National Science Foundation of China.

Check out this and other funding opportunities being discussed and considered by @WholeChainTrace at http://pardalis.squarespace.com/funding-opportunities/.

There are three social networking sites for @WholeChainTrace. One is the Whole Chain Traceability Funding Opportunities networking group on LinkedIn. Another is on Facebook at the Whole Chain Traceability Consortium page. There is also a Twitter account at @WholeChainTrace. For more information, visit any of these websites or contact any of the following:

• Dr. Brian Adam, Oklahoma State University Professor of Agricultural Economics - http://agecon.okstate.edu/faculty/profile.asp?id=brian.adam&type=faculty
• Dr. Michael Buser, Assistant Professor in the Department of Biosystems and Agricultural Engineering - http://bioenergycenter.okstate.edu/faculty/Buser
• Dr. Deland Myers, Professor and Director, School of Food Systems, North Dakota State University - http://www.ag.ndsu.edu/foodsystems/contactus.html
• Dr. John Stone, Co-Director and Sr. Research Scientist, at the Center for the Study of Standards in Society, Michigan State University - http://cs3.msu.edu/people/profile/stone-john/
• Dr. Jean-Francois Meullenet, Head and Professor, Department of Food Science, University of Arkansas - http://foodscience.uark.edu/2349.htm
• Steve Holcombe, Pardalis, Inc. - http://www.linkedin.com/in/steveholcombe

Update on Wednesday, November 30, 2011 at 10:06AM by Steve Holcombe

Beth Hoffman, Managing Editor and Partner, Food+Tech Connect, interviewed Dr. Brian Adam, Oklahoma State University Professor of Agricultural Economics, Dr. Michael Buser, Assistant Professor in the Department of Biosystems and Agricultural Engineering, and me.

Introductory excerpt -

"Knowing where food comes from and how it was grown is a top priority in an increasing number of American households. But aside from costly technological solutions employed by large, vertically-integrated corporations, very little exists to follow food throughout fragmented food systems from ‘farm to fork.’ The Whole Chain Traceability Consortium ... aims to change that, and make it available on smart phones."

See the full post published on 29 Nov 2011 at:

http://www.foodandtechconnect.com/site/2011/11/29/tracking-and-incentivizing-data-the-whole-chain-traceability-consortium/

A New Way of Looking at Information Sharing in Supply & Demand Chains

The Internet is achieved via layered protocols. Transmitted data, flowing through these layers are enriched with metadata necessary for the correct interpretation of the data presented to users of the Web. Tim Berners-Lee, inventor of the Web says, “The Web was originally conceived as a tool for researchers who trusted one another implicitly …. We have been living with the consequences ever since ….” “[We need] to provide Web users with better ways of determining whether material on a site can be trusted ….”

Our lives have nonetheless become better as a result of Web service providers like Google and Facebook. Consumers are now conditioned to believe that they can – or should be able to - search and find information about anything, anytime. But the service providers dictate their quality of service in a one-way conversation that exploits the advantages of the Web as it exists. What may be considered trustworthy content is limited to that which is dictated by the service providers. The result is that consumers cannot find real-time, trustworthy information about much of anything.

Despite all the work in academic research there is still no industry solution that fully supports the sharing of proprietary supply chain product information between “data silos”. Industry remains in the throes of one-up/one down information sharing when what is needed is real-time “whole chain” interoperability. The Web needs to provide two-way, real-time interoperability in the content provided by information producers. Immutable objects have heretofore been traditionally used to provide more efficient data communications between networked machines, but not between information producers. Now researchers are innovatively coming up with new ways of using immutable objects in interoperable, two-way communications between information content providers.

A New Way of Looking at Information Sharing in Supply & Demand chains

Pardalis’ protocols for immutable informational objects make possible a value chain of two-way, interoperable sharing that makes information more available, trustworthy, and traceable. This, in turn, incentivizes increases in the quality and availability of new information leading to new business models.

Update on Sunday, April 3, 2011 at 3:29PM by Steve Holcombe

Pardalis’ intellectual properties may be strategically compared to Van Jacobson’s impressive research at Xerox PARC (see the CCNx Project) that began in just the last few years. Jacobson's long-range goal is to adjust the architecture of the Internet with immutable named data. Pardalis' IP is focused on sooner commercialization opportunities for changing the Web with immutable, granular named information. But like Jacobson, we view the application of named immutable objects as an absolute prerequisite to authentication in a new world order providing more options for user-centric information sharing.

Let us know if your company has interest in licensing Pardalis' IP, or in otherwise discussing a strategic relationship with Pardalis Inc.

Update on Friday, April 22, 2011 at 10:14PM by Steve Holcombe

EOF - Freeing Up Level 7
From Issue #203
Apr 30, 2011
By Doc Searls
Linux Journal
http://www.linuxjournal.com/article/10972

Pardalis announces issuance of third U.S. patent

STILLWATER, Oklahoma, May 24, 2011 - Pardalis, Inc. announced today the award of a significant continuation patent from the United States Patent and Trademark Office. It is the third patent issued by the USPTO that is relevant to the company’s key intellectual property, Common Point Authoring.

"There is a question commonly asked by information producers who participate in complex supply chains," said CEO and co-inventor Steve Holcombe. "That question is Who owns my data? The every increasing usage of unique identification as applied to both products and people is raising the level of consciousness of information producers about privacy and confidentiality. When the question is not answered to their satisfaction the result is missing or incomplete supply chain information. This has broad implications to the safety of products emanating from supply chains, supply chain efficiencies, value chain economics, supply chain risk analysis, etc. Frankly, this has broad implications to a global economy that is increasingly reliant upon the Internet for conveying trustworthy information."

"A significant reason for these deficiencies has been, as Sir Tim Berners-Lee has said that, "[t]he Web was originally conceived as a tool for researchers who trusted one another implicitly ...." That is, those collegial researchers didn’t concern themselves with data ownership and, consequently, trust mechanisms were not built into the Internet’s protocols."

"Over a decade ago Dr. Marvin Stone and I began creating a global patent portfolio for revealing the means and functions of immutable informational objects containing uniquely identified content. Our reason for doing so was that without immutable content there is really no way to efficiently begin to build trust into the Internet as we know it. Immutable objects had previously been used for networking efficiencies but not for introducing informational trust between content producers, particularly between supply chains participants and consumers."

"While our patents were initially distinguished – and rightly so - from networking efficiency patents held by companies like IBM and Microsoft it wasn’t until distinguishment from a seminal 1993 Xerox patent that the patent examiners really began to understand that Pardalis’ patents were part of a paradigm shift. Now with the fantastic work of Van Jacobson in Project CCNx at the Palo Alto Research Center (PARC), a division of Xerox, we have a wonderful comparable in parallel. What Jacobson calls Content Centric Networking complimentarily overlaps with what we call Common Point Authoring."

Here’s an apropos quotation from Jacobson’s 2006 video, A New Way to Look at Networking (sponsored by Google):

"The biggest things is that you want all of your [uniquely identified] content to be immutable [because] once it's created, it goes out in the world, and you've lost control over it ….That means that if you want to update something, what you do is supersede it with a newer version, and that newer version should reference back to the old version, say hi, I'm the newer version of the [immutable content]. What you've got is probably obsolete. That means that wherever the data is, you can use it. You may have to do some work to find out that you've got the most recent copy of the most recent copy that's accessible to you ….. So, to do that, you want to be able to put sequence and time information, version number information and names. That's easy but something that you need to do and tie into the verification, authentication machinery."

"Earlier this year the World Economic Forum confirmed that content produced by companies and people represents a new economic asset but that the barriers restricting the movement of content through the Internet needs to be resolved. It’s very gratifying to know that Pardalis’ global patent portfolio is on the cusp of a paradigm shift in how the Internet will be used in the networking of trustworthy content."

The issued patent is entitled the Common Point Authoring System for the Complex Sharing of Hierarchically Authored Data Objects in a Distribution Chain, US Patent 7,949,668. Foreign filings relevant to the newly issued patent are being globally pursued and issued in Australia, Brazil, Canada, China, Europe, Hong Kong, India, Japan, and Mexico.

About Pardalis, Inc.

Pardalis' mission is to promote the granular sharing of confidential, trustworthy and traceable information along complex supply chains, and within the emerging data web, by empowering information owners and producers with innovative Common Point Authoring^TM methods. For more information, see A New Way of Looking at Information Sharing in Supply & Demand Chains.