July 14, 2023

By Lynda Kiernan-Stone, Global AgInvesting Media

Many of us have seen documentaries in which scientists trace the ancient origins of individuals by analyzing the isotopes present in their teeth, determining the nearly exact location of where an individual was born and then lived. Now, a company called Oritain is bringing similar abilities to trace the worldwide origins of foods.

Food fraud, or the intentional adulteration, substitution, or misrepresentation of a product for economic gain, has significant negative implications for both the industry and consumers. From serious health risks for the consumer to unfair competition by undercutting prices on genuine products, the disruption of supply chains leads to negative impacts of food security and sustainability by compromising the integrity of the global food system, and by undermining the consumers’ trust in the food industry. Thus, it is crucial to stakeholders to detect and prevent such activity. 

Exacerbated by increasingly fragmented global supply chains, this fraud and counterfeiting is costing the global economy more than $500 billion per year. At the same time, Oritain explained that environmental issues and deforestation are increasingly important to consumers, and have become factors that can ruin a brand’s reputation. 

Stepping up is New Zealand-based Oritain, a company using forensic science to verify the origin of products and commodities by measuring the varying chemical compositions of different environments. These data-driven insights help producers and manufacturers monitor and adapt their supply chains to safeguard and improve transparency and certainty for their clients and customers. 

As a product, animal, or crop is grown, reared, or made, it absorbs a unique ratio of elements depending on the temperature, altitude, precipitation level, and soil conditions present. The combined data is called an Origin Fingerprint, that once created can never be tampered with or destroyed. 

Oritain explains, “Plants and animals are creatures of their environment and what they eat or drink is absorbed into their flesh, leaving natural concentrations of trace elements and isotopes. This is what we measure.”

Current traceability methods using barcodes or specific packaging are not fraud-proof, as they can be removed or tampered with. Oritain stated that it allows the raw materials to tell us from where they originate and if it was sourced ethically. 

From meat to fibers, dairy, honey, coffee, horticulture, eggs, aquaculture, and pharmaceuticals, Oritain’s global labs create an Origin Fingerprint that is fed into industry-leading databanks of products monitoring complex global supply chains such as palm oil, vanilla, soy, cocoa, and cotton that are used as benchmarks to audit products at any point in the supply chain. 

With its core technology the company has built the world’s most sophisticated database of product origin fingerprints that can easily identify and compare origin across a wide range of commodities and goods.

Oritain’s technology has attracted some of the world’s top brands including luxury high-end fashion and retail companies, including Lacoste, Supima, and Primark, and food producers, such as A2 Milk and NESCAFÉ. 

It has also attracted leading investors. Oritain announced it has closed on a $57 million Series C led by Highland Europe, and including Long Ridge Equity Partners and the company’s existing investors. As part of the funding round, Jacob Bernstein from Highland will be joining the Oritain Board of Directors. 

“Oritain’s forensic science can take a commodity sample and tell you precisely where in the world it comes from,” said Bernstein. “Does this cocoa come from a deforested national park? Is this cotton from where my supplier says it is? Is this coffee truly Brazilian, as the label says? 

“This ground-breaking technology is a dream solution for sourcing and sustainability leaders at the world’s largest brands who can finally get to grips with the authenticity of their supply chains. We are immensely proud to partner with the Oritain team to revolutionize origin verification.”

In addition to providing tools verifying legitimacy and provenance, Oritain partners with companies to comply with ESG criteria. As countries create new transparency and reporting regulations as part of their Sustainable Development Goals (SDGs) that involve deforestation, forced labor, and product fraud, companies that can definitively prove authenticity, quality, and the sustainability of their products and supply chains will have a competitive advantage. 

“We are thrilled to deepen our partnership with Oritain and welcome Highland to the company and board,” said Angad Singh, Long Ridge Equity Partners. “Together, we are excited to take Oritain to new heights and help the world’s most sophisticated brands, retailers, and governments ensure the integrity of their supply chain, protect human rights and comply with a complex web of international regulations for supply chains.”

Grant Cochrane, CEO of Oritain, concluded, “Over the past 15 years, Oritain has pioneered ground-breaking forensic and data science to become the world’s most trusted verification partner to leading global brands and institutions, providing them with the insights they need to make the critical decisions on their supply chains.”

“Our relentless focus on data, science, and process integrity has enabled us to become long-term partners with our clients to ensure the integrity of their supply chains, which is increasingly difficult to achieve in globalized and complex markets. We’re delighted to announce this new funding round, led by Highland Europe, to support our expansion plans as we reach new markets and industries.”

~ Lynda Kiernan-Stone is editor in chief with GAI Media, and is managing editor and daily contributor for Global AgInvesting’s AgInvesting Weekly News and  Agtech Intel News, as well as HighQuest Group’s Unconventional Ag. She can be reached at lkiernan-stone@globalaginvesting.com.

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