Supply Chain Traceability: Essential Tips and Tools for Ensuring Transparency

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 Duration: 1 hour

We have entered a new era of food safety – one that involves everyone from manufacturers to consumers. In order to stay in the game, traceability throughout your supply chain is key. Your customers and consumers are demanding it. Technology enables it. Are you prepared?

Learning Objectives:

Join the Produce Marketing Association and Intertek Alchemy’s webinar on traceability to learn:

  • What traceability means to you and your organization
  • How to prevent outbreaks with root cause analysis
  • How blockchain and barcode scanning can help with identification
  • Valuable lessons learned from the food industry


Robert J. Whitaker, Ph.D.
Chief Science and Technology Officer – Produce Marketing Association

Dr. Bob Whitaker holds the responsibility for food safety and security, environmental sustainability and technical innovations for the produce supply chain, from field to fork. He joined PMA in 2008. Prior to joining PMA, Dr. Whitaker’s experience includes a 16-year tenure with DNA Plant Technology Corporation (DNAP) where he served as Vice President for Vegetable Research and Development, and Vice President of Product Development, managing the development of products ranging from extended life tomatoes to seedless watermelons and tobacco varieties. He has been intimately involved in the development of the leafy greens GAP Metrics and also serves on both the California and Arizona Leafy Greens Technical Committees. In 2007, Dr. Whitaker was named to the Executive Advisory Board for the Center for Produce Safety (CPS) and serves as Chairman for the CPS Research and Technology Council (2008) which oversees the solicitation, review and funding for research projects focused on produce food safety. Dr. Whitaker received his Ph.D. in Biology from the State University of New York at Binghamton.

Bill D. Potter, Ph. D.
Senior Food Safety & Quality Consultant

Dr. Bill Potter is a 30-year food industry veteran, having directed food safety, quality, and R&D initiatives for plants and vertically-integrated operations at both the local and corporate level. He also has extensive experience managing recall and traceability programs. His technical expertise includes PhD, MS, and PCQI certifications focused on food safety of human and animal foods. Bill’s MBA and experience give him a unique business perspective of food traceability concepts.

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