When was this wine bottled? How many bottles were produced? Are the energy sources used to produce it renewable? What awards has he received? The answer to all these questions can now be found simply by framing the QR code on the label with the smartphone camera. As if by magic, the story of the product will appear, from the bunch of grapes to the bottle, and of the company behind it. The new solution proposed by DNV GL, one of the main certification bodies worldwide, is called 'My Story' and uses the VeChainThor public blockchain to narrate the real story of the product step by step. A real transparency operation, a sort of unfalsifiable electronic register, just as if it were written in stone, adopted for now by three pioneers: the Ricci Curbastro winery in Franciacorta, Ruffino in Tuscany and the Torrevento winery in Puglia. Leading the way for the application of 'My Story' to the vineyard, not only in Italy but internationally, these three important brands, present both on the Italian and foreign markets, have chosen three of their excellences: Il Santella del Gröm Curtefranca Rosso DOC 2013 from the Ricci Curbastro winery in Franciacorta; The Riserva Ducale Oro Chianti Classico Gran Selezione DOCG 2014 from the Tuscan Ruffino winery; Veritas Castel del Monte Bombino Nero Rosato DOCG 2017 from the Apulian Torrevento winery. These first applications of 'My Story' were presented yesterday in Rome in the presence of the owners of the three wineries and Luca Crisciotti and Renato Grottala, respectively CEO and M&A and Digital Transformation Director of DNV GL Business Assurance. The aim of the project is to have the quality of Made in Italy wine with a designation of origin recognized and to enhance the primacy of certifications and controls that mark the work in Italian cellars.
“We started from an iconic product like wine, which more than any other is chosen for its history: cellar, year of harvest, production method make the difference for the consumer. However – specified Grottala – it is only the first application of My Story. Other projects are underway involving other realities in the agri-food, luxury, healthcare and automotive sectors, also aimed at introducing incentive systems, for consumption and for businesses, which aim to reduce, for example, the carbon footprint. Through My Story and the digitization of the supply chains, we are convinced that we can make a significant contribution to enhancing Made in Italy and protecting the authenticity of the product". Among the main recipients of this new application, the DNV managers see the 'Millennials' who more than others choose no longer based on the brand but on what is actually in a product. And in this regard, My Story can be the winning key for a company, given that ''in Italy – specified Grottala – around 80% of what we eat is not true. Not all of them are frauds, of course, but, for example, there are those who say that it is an organic product and instead it is not, or that it has a certain origin and instead does not have it''.
“Often our DOC excellences are imitated abroad – complained Sandro Sartor, managing director of the Ruffino winery – with fake labels. I had to defend myself in a US federal court for image damage caused by a site that imitated us with the fake Rufino brand. With this application we want to strengthen the trust in those who choose the quality of Italian drinking". ''Italian wine – specified the president and managing director of Torrevento Francesco Liantonio – is the most controlled product of the Italian agri-food chain and being able to tell about it helps us to give added value to our production''. An idea shared by Riccardo Ricci Curbastro, CEO of the company of the same name: ''If the consumer is aware of the efforts made to bring this product to the market, he will be more inclined to buy it and perhaps pay a few euros more''.
“The idea aims to restore value – concluded the CEO of DNV GL Business Assurance Crisciotti – to the Italian wine heritage, highlighting the production history and attention to food safety. A revolution in the world of certification to restore consumer confidence and facilitate purchasing choices thanks to info immediately available on your smartphone".
