IBM: Food trust

Food safety has become a global problem with 600 million people falling ill after eating contaminated food every year and 420,000 recorded deaths. To highlight the 'power of provenance', we worked with IBM to create a campaign that raised awareness around the importance of food trust and showcased how IBM's blockchain technology could give us a clearer picture of the journey from farm to plate. We commissioned Sweedish photography duo Aorta to create a still life food shoot that highlighted this technology and focussed on the importance of having visibility across the food supply chain. A solution that will hopefully save the UK's food and drink industry up to £11 billion a year. This image was art directed by Chris Agius Burke and published in The Sunday Times Magazine on 21st July 2019.