Consortium seeks to holistically address food recalls

The Department of Biosystems and Agricultural Engineering at Oklahoma State University (OSU BAE) is leading a multi-institutional, multi-disciplinary consortium in the preparation of funding applications for two significant coordinated agricultural projects. If successful, up to $25M for 5 years will be provided for each project beginning in 2011 under the USDA’s Agriculture & Food Research Initiative for Food Safety (CFDA Number - 10.310 - AFRI). Other institutions currently involved in this growing consortium include researchers and investigators from Michigan State University, North Dakota State University, University of Arkansas, Texas Tech University and the National Center for Food Protection and Defense, a DHS Center of Excellence. For the purposes of these activities, Pardalis Inc. is embedded within OSU BAE. The applications will be filed in September, 2010. More information can be found on this site at USDA AFRI Stakeholder Solicitations.

The vision of our consortium is to

• advance technologies for the prevention, detection, and control of foodborne microbes and viruses in agricultural and food products,
• manage coordinated agricultural projects with direct input from a stakeholder advisory workgroups, and
• improve upon real-time consumer responses to food safety recalls with innovative sensor, mobile and "whole chain" information traceability technologies.

The members of our consortium have been highly influenced in their thinking by the existing data showing that many consumers do not take appropriate protective actions during a foodborne illness outbreak or food recall. The Centers for Disease Control and Prevention estimates that every year at least 2000 Americans are hospitalized, and about 60 die as a direct result of E. coli infections. A recent study estimated the annual cost of E. coli O157:H7 illnesses to be $405M (in ‘03 dollars), which included $370M for premature deaths, $30M for medical care, and $5M for lost productivity. And that doesn’t include the costs of lost sales from consumers fearful of purchasing tainted meat due to the lack of real-time, reliable information.

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 or food recall. In response to the 2006 fresh, bagged spinach recall which followed a multistate outbreak of Escherichia coli O157: H7 infections, 18 percent of consumers said they stopped buying other bagged, fresh produce because of the spinach recall.

We envision the model implementation of a "whole chain" product traceability system (call it a "Food Recall Data Bank") to help solve the serious cry wolf problem experienced by consumers. The Food Recall Data Bank model would place a premium on privacy and loyalty. It would provide granular recall notices to pre-retailers, retailers and consumers. Each would centrally populate their accounts in the Food Recall Data Bank with GTIN or UPC product identifiers of relevance to their operations or consumption habits.

For instance, consumers could opt for retailers to automatically populate their accounts from their actual POS retail purchases. Consumers could additionally populate accounts using mobile image capturing applications (e.g., Microsoft Tag Mobile Barcode app). 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. Consumers would also be provided with a one-stop shop for confidentially reporting suspicious food to Recalls.gov.

This consortium is only just getting started. Other funding opportunities are being targeted. Let’s talk if you have a commercial or research interest in:

• the effects of financial damages suffered by enterprises - directly or indirectly - from food safety recalls,
• mining and analyzing the real-time data of agricultural product supply chains - including the real-time data of consumers purchasing habits, or
• the applicability of these issues to non-agricultural product supply chains.

Update on Monday, October 17, 2011 at 8:32AM by Steve Holcombe

The consortium identified above is now known as the Whole Chain Traceability Consortium™. The WCTC is comprised at its core of researchers and collaborators from Oklahoma State University, North Dakota State University, Michigan State University, the University of Arkansas, and Pardalis, Inc., an Oklahoma advanced technology company. Whole Chain Traceability Consortium™ is a trademark of Pardalis, Inc. For more information, see http://pardalis.squarespace.com/blog/2011/10/29/the-whole-chain-traceability-consortium.html

Networking in Data Ownership in the Cloud

Data Ownership in the Cloud is an open networking group on LinkedIn created in April, 2009. At publication of this blog entry, there are more than 500 members who are loosely networked together under the group's current profile:

Recently the top identity management officer of a major data mining and analytics company said "that ... giving individuals control over the data that is shared ... increases the quality of the data and opens up new business models".

That's an impressive statement coming from a BigCo. But what about going even further? For instance, what about increasing the availability of new, quality data for opening up new, profitable models of data management?

The Data Ownership in the Cloud group on LinkedIn is a global venue for multi-disciplinary networking between technologists and non-technologists interested in providing thought leadership on this critical issue.

What technologies and standards (Cloud Computing, Web 2.0, Semantic Web, Enterprise 2.0, Health 2.0, Privacy 2.0, Manufacturing 2.0, Social Networking, SaaS, Security 2.0, RFID 2.0, microformat standards, identification standards, minimal disclosures, identity management) will enable data ownership in the Cloud?

What are the non-technological factors (sociological, political, psychological, legal)?

Members are heartily encouraged to post, share and discuss stories (including relevant journal entries from their own blogs) that touch upon new and emerging models for user-centric data management.

I've emphasized "between technologists and non-technologists", above, because this is a raison d'etre for the group. It has been my distinct impression that an over-emphasis on technology (primarily 'security') has precluded the free-thinking from which new and emerging models for user-centric data management must come. And though the majority of group members may be defined as 'technologists', the discussions and postings have revealed a wonderful sensitivity to an approach balancing security with risk and opportunity.

Here are some examples.

Luk Vervenne, CEO and founder, Synergetics NV, just posted to the group a link regarding work on a manifesto for the "Internet of Subjects".

The central role individuals now play in the Internet, calls for a radical rethinking of its organisation, in particular, the way the ever-increasing flow of personal data is being created, stored, connected, accessed, protected, tracked, exploited and managed. There is a need to create the foundations of an Internet where the architecture creates the conditions for the free association of self-conscious individuals, beyond the pre-defined boundaries of current information systems and social networks.

Lest you think the group to be a bit too abstract, consider this excerpt from the discussion begun by Dirk Rodgers, Sr. Consultant, Serialization & Pedigree at Cardinal Health, entitled "Who owns supply chain visibility data?"

Who owns supply chain visibility data? Does the manufacturer of a product retain any rights to track that product after it enters the supply chain? What if the product is a pharmaceutical and it is found to have a life-threatening defect? Should technology or standards availability play any role in answering these questions? These kinds of questions come up occasionally in discussions of track and trace systems design when people talk about the future of "full supply chain visibility" ....

And a very active commenter within the Data Ownership group - Eve Maler, Distinguished Engineer, Identity Services at PayPal - has been chairing seminal activities of the User-Managed Access (UMA) working group of the Kantara Initiative:

The purpose of the UMA Work Group (charter) is to develop specs that let an individual control the authorization of data sharing and service access made between online services on the individual's behalf, and to facilitate interoperable implementations of the specs.

I'd be remiss in not mentioning other highly active commenters within the group to include Brian Hennessey, Jack Repenning, Joe Andrieu, Anthony Freed, Julian Goh, and Al Macintyre. Thanks to you guys and all of the other contributors!

But is the group having any affect on the real world being lived by any of its members? Well, that's another critical reason for the existence of the Data Ownership group - "to post, share and discuss stories that touch upon new and emerging models for user-centric data management".

One day last fall, John Bailey, the Executive Direct of Top 10 Produce LLC, came wandering into the group. One thing led to another and now our two companies - Pardalis and Top 10 Produce - have joined with Oklahoma State University (Biosystems and Ag Engineering), North Dakota State University (School of Food Systems) and Michigan State University (Institute for Food and Agricultural Standards) in recently filing for two significant funding opportunities offered by the United States Department of Agriculture (USDA). The Speciality Crops Research Initiative was filed for with OSU, NDSU and MSU in January, 2010 for $4M over 5 years. The USDA Organic Agriculture Research and Extension Initiative was filed for with OSU for $3M over 4 years. Next up is the USDA Agriculture and Food Research Initiative providing funding opportunities of up to $25M over 5 years. That'll be filed later this spring.

So I can unreservedly say that, yes, when it comes to Pardalis and Top 10 Produce, networking in Data Ownership in the Cloud is having a very positive affect.

Check out the group at http://tinyurl.com/datacloud and see why Dirk Rodgers says, "I believe this group could become the best source for information about the implications [of data ownership in the cloud]."

Update on Wednesday, April 28, 2010 at 11:43PM by Steve Holcombe

See also Top 12 Discussions - Data Ownership in the Cloud at http://pardalis.squarespace.com/blog/2010/4/28/top-12-discussions-data-ownership-in-the-cloud.html

KPCB launches $100M iFund

The following excerpt was posted last March (2008) by Kleiner Perkins Caufield & Byers:

KPCB's iFund^TM is a $100M investment initiative that will fund market-changing ideas and products that extend the revolutionary new iPhone and iPod touch platform. The iFund^TM is agnostic to size and stage of investment and will invest in companies building applications, services and components. Focus areas include location based services, social networking, mCommerce (including advertising and payments), communication, and entertainment. The iFund^TM will back innovators pursuing transformative, high-impact ideas with an eye towards building independent durable companies atop the iPhone / iPod touch platform.

For more information, and to submit an application, see http://www.kpcb.com/initiatives/ifund/index.html.

Just now getting around to it, but here's my submission on behalf of Pardalis.

Please describe the market opportunity as you see it. Include information on the unmet market need, market size estimates, and unique features of the market that are relevant to your venture.

The first information bank is operating in North Dakota for the members of the CalfAID USDA PVP program. This is a member-trusted program that keeps verifiable pedigree information connected with animals as they make their way through a complex, owner-segmented food supply chain. CalfAID recognizes that there are now two products being produced along agricultural supply chains (1) the traditional farm product, and (2) a new, informational product. Build to the Cloud from trusted institutions and groups. Measure the economic impact upon family farms who will now for the first time be compensated not just for their traditional farm products but also for their informational products. Measure the impact upon the emerging Semantic Web that without an adjacent informational banking infrastructure will have virtually no opportunity to bargain for access to information that that participants to complex supply chains consider to be confidential.

Please describe your solution. Focus on how it is unique and distinctive from other similar solutions.

People are comfortable and familiar with monetary banks. Without people willingly depositing their money into banks, there would be no banking system as we know it. Without a healthy monetary banking system our economies would be comparatively dysfunctional, and our personal lives would be critically deficient in opportunities. Imagine empowering people with data ownership similar to the trustworthy, granular control they have over depositing and spending their banked money. What is technologically required is a flexible, integrated architectural framework for information object authoring and portability. One that easily adjusts to the definition of data ownership as it is variously defined by the data banks serving each information supply chain and product supply chain. The lowest common denominator will be the trusted, immutable informational objects that are authored, controllable and traceable by each data owner one-step, two-steps, three-steps, etc. after the initial port.

Please describe your technology and any proprietary intellectual property you have developed or intend to develop. Focus on how it is unique and distinctive from other similar technologies.

Pardalis holds a significant, global portfolio intellectual property (IP) uniquely designed for virtually integrating information and product supply networks that are not otherwise vertically integrable. Pardalis holds two U.S. patents that will enforceable until at least 2021, a pending U.S. continuation patent, and now four international patents issued by Australia, China, Mexico and New Zealand. Similar patents are pending in Brazil, Canada, Europe, Hong Kong, India, and Japan. Significantly, Pardalis' parent patent has been distinguished from prior art held by IBM, Microsoft, and SAP AG, all of which generally apply to the runtime efficiencies of immutable objects. Also distinguished from Pardalis' IP has been a seminal 1993 Xerox patent pertaining to collaborative data authoring and sharing. For further information begin with the blogged entry US Patent 6,671,696: Informational object authoring and distribution system (Pardalis Inc.) at http://www.pardalis.squarespace.com.

Please describe the competitive landscape. Include details how you are different from each of the competitors named.

Here's one example. Metaweb Technologies is developing technology for a semantic ‘knowledge web' marketed as Freebase Parallax^TM. Philosophically, Freebase Parallax is a substitute for a great tutor, like Aristotle was for Alexander. Using Freebase Parallax users do not modify existing web documents but instead annotate them. Freebase Parallax links the annotations so that the documents are more understandable and more findable. In the spirit of statistical reliability, annotations are also modifiable by their authors as better information becomes available to them. Metaweb characterizes its service as an open, collaboratively-edited database (like Wikipedia, the free encyclopedia) of cross-linked data but it is really very much a next generation competitor to Google. As Freebase strives to become the premier ‘knowledge web', it will need access to new, reservoirs of data. Without a new Ownership Web infrastructure, such trustworthy information will forever remain missing or incomplete.

That's the substance of my submission. FYI, the submission form did not allow entry of hyperlinks or the addition of font emphasis, as I have included above in this blog entry. Also the limit was 1,000 characters (including spaces) for each of the four descriptions, above. For a more robust submission, see and compare CNN: Got an idea to help the world? Here's $10 million.

CNN: Got an idea to help the world? Here's $10 million

The following is the introduction to a CNN article published Wednesday, 24 September 2008:

Got an idea that could change the world, or at least help a lot of people? Google wants to hear from you -- and it will pay as much as $10 million to make your idea a reality.

To help celebrate its 10th birthday, the ambitious Internet giant is launching an initiative to solicit, and bankroll, fresh ideas that it believes could have broad and beneficial impact on people's lives.

Called Project 10^100 (pronounced "10 to the 100th"), Google's initiative will seek input from the public and a panel of judges in choosing up to five winning ideas, to be announced in February ....

For the complete article, go to Got an idea to help the world? Here's $10 million. I did and then I clicked over to Project "10 to the 100th" and submitted my idea. Below is the substance of my proposal. Hyperlinks were not permitted in the submission but I've nonetheless included a few in this blog entry. Also, the numbers 1 through 7 cover identification information, etc., and are not included below.

8. Your idea's name:

Banking on Information Ownership

9. Please select a category that best describes your idea.

[selected] Community: How can we help connect people, build communities and protect unique cultures?

10. What one sentence best describes your idea?

Empower people with data ownership similar to the trustworthy, granular control they have over depositing and spending their banked money.

11. Describe your idea in more depth.

People are comfortable and familiar with monetary banks. That’s a good thing because without people willingly depositing their money into banks, there would be no banking system as we know it. In order to make profits, banks bargain and pay with money and services for access to people’s money. Without a healthy monetary banking system our economies would be comparatively dysfunctional, and our personal lives would be critically deficient in opportunities.

Imagine the opportunities going unfulfilled because there is no similar information banking system arising in the Cloud. There is no similar integrated system existing for precisely and efficiently delivering our medical records to a new physician, or for providing access to a health history of the specific animal slaughtered for that purchased steak. Nothing out there compares with how the banking system facilitates gasoline purchases. While our monetary banking system granularly processes the exact amount of the checks we write, the tools currently being used by information technology companies would imprecisely and inefficiently ‘pay’ for your $35.62 tank of gas by cleaning out your entire bank account. Got $3,434.99 in your checking account? That’s what would be ‘paid’, and then it would be left up to the gas station to give you change for $3,399.37.

Wells Fargo formed in 1852 in response to the California gold rush. Wells Fargo wasn’t just a monetary bank, it was also an express delivery company of its time for transporting gold, mail and valuables across the Wild West. While we are now accustomed to next morning, overnight delivery between the coasts, Wells Fargo captured the imagination of the nation by connecting San Francisco and the East coast with its Pony Express.

Today’s Web needs information banks that do for the on-going gold rush on information what Wells Fargo did for the Forty-niners.

12. What problem or issue does your idea address?

The monetary banking system exhibits several key characteristics:

• Security: A physically safe place to store money. Also, government regulations insure continuity of deposits when banks go bankrupt.
• Credibility: Banks handle people’s money like they say they will in order to continue maintaining and attracting deposits.
• Compensation: Again, In order to make profits, banks bargain and pay with money and convenient personal and Internet services for access to people’s money.
• Control: Customers granularly deposit their money, withdraw it or transfer it when they choose.
• Integration: Banks provide a critical component to a very complex web of communications involved in our everyday transactions. In the U.S., a strong central banking system, the Federal Reserve System, has been critical in that regard.
• Verification: By regulation and by practice, banks verify that monies deposited with them are legal tender and not counterfeit.

Today’s Web needs information banks that do the same.

13. If your idea were to become a reality, who would benefit the most and how?

The old adage that ‘possession is nine-tenths of the law’ well applies to many fields like that of food safety, product tracking along complex supply chains, the tracking of people’s movements or Internet clicks, or the compilation of purchasing habits. But let’s take personal health records as a bell-weather example. Everyone - the hospitals, the doctors, the insurance companies, government agencies, consumer groups - claims to speak for the patients. But who really speaks for the ‘property-less’ patients? America is in the middle of a political stalemate vis-à-vis the efficient collection, storage and sharing of medical records. Ownership begets economic change which begets political voice. A national information banking system that granularly empowers patients with technological portability and control – not just HIPAA confidentiality protections - over their own medical information would provide an opportunity for firing the imagination of patients that brings real change.

14. What are the initial steps required to get this idea off the ground?

The initial steps are already being made. Patents are being globally secured. The first information bank is operating in North Dakota for the members of the CalfAID USDA PVP program. This is a member-trusted program that keeps verifiable pedigree information connected with animals as they make their way through a complex food supply chain that is highly dysfunctional when it comes to information sharing. The director of CalfAID recognizes that there are now two products being produced along agricultural supply chains (1) the traditional product, in this case an animal, and (2) an informational product. The bottom line: build to the Cloud from trusted institutions and groups. TRUST COMES FIRST, THEN COMES TECHNOLOGY BUILT FOR PRESERVING AND EMPOWERING THAT TRUST. Then, imagine further that the families of the members of the CalfAID program would have interest in using the same trusted technology for porting their personal health records.

15. Describe the optimal outcome should your idea be selected and successfully implemented. How would you measure it?

There would be several measuring sticks. For instance, measure the economic impact upon family farms who will now for the first time be compensated not just for their traditional farm products but also for their informational products. For instance, measure the political impact upon people’s lives when they finally are empowered with the choice of technological control over their information properties as they have long experienced over their monetary properties. For instance, measure the impact upon the emerging Semantic Web that without an adjacent informational banking infrastructure will have virtually no opportunity to bargain for access to information that people consider to be their identity, that participants to complex supply chains consider to be confidential and that governments classify as secret. Without such a new infrastructure, such trustworthy information will forever remain missing or incomplete.

16. [skipped]

17. [skipped]

18. If you'd like to recommend a specific organization, or the ideal type of organization, to execute your plan, please do so here.

Again, build to the Cloud from trusted institutions and groups.

[end]

That concludes my submission. If you are interested in more details, see also the April, 2007 Pardalis white paper entitled Banking on Granular Information Ownership. See also, Laying the First Plank of a Supply Chain Ownership Web in North Dakota.

Update on Wednesday, October 22, 2008 at 10:33AM by Steve Holcombe

See also another similar submission at KPCB launches $100M iFund.

Update on Wednesday, January 28, 2009 at 1:49PM by Steve Holcombe

Voting has been pushed back to March 17, 2009 because of over 100K submissions. See Project 10 to the 100th for more information.

NY Times: Its Creator Seeks an Even Wider Web

The following is an excerpt from an article published on September 15, 2008 in the Bits section of the New York Times:

The Web may seem ubiquitous to most of us, but its creator, Sir Tim Berners-Lee, keeps seeing its limitations. And he keeps trying to do something about those limitations, and make sure the Web is as open and widely accessible as possible ....

Sir Tim is now taking another step to try to extend the Web’s reach, with the establishment of the World Wide Web Foundation. Starting with a $5 million seed grant from the Knight Foundation, the new Web philanthropy will begin operations next year, and is seeking donations and volunteers. Its goal is to develop technology, tools and expertise to help bring the Web to the 80 percent of the world’s population that is not online. Market incentives alone, Sir Tim suggests, will not do the job.

For the full article, go to Its Creator Seeks an Even Wider Web.