Oct 11, 2018
Not a blockchain!
If 25 years ago somebody would have claimed to deliver pizza as e-mail attachment, the implausibility would have probably been lost for most people, as almost nobody was familiar with e-mail at the time. Similarly, today Carrefour Italia and others claim to track food using blockchain.
Whoever promotes QR encoded URLs as blockchain must be ridiculed. A legitimate QR code can be simply copied on illegitimate products: as such the landing web page is not reliable at all.
Moreover, it is true and far-reaching that the (bitcoin) blockchain can guarantee time-stamping, but it cannot guarantee validity, correctness, or accuracy of the content being time-stamped. So, despite landing on a legitimate web page, whatever has been time-stamped on the blockchain and is displayed on that web page can be simply false. You can order pizza via e-mail, but it cannot be delivered by e-mail.
Finally, if https is not used, if the time-stamping is not digitally signed, if a non-bitcoin blockchain is used, all these details do compromise the reliability further.
What is infuriating about these initiatives is the attempt to promote trust in non-sound technological choices; according to the noted security expert Bruce Schneier “supply-chain security is an incredibly complex problem” (see The Washington Post): what is an “insurmountable problem right now” for electronics, it is a daunting task for chickens too.