One of the first business use cases that I imagined for marketers to see meaningful benefits from blockchain implementations is for supply chain provenance and credibility.
In an age that demands increased transparency from companies to truly create meaningful brands, the ability to clearly and immutably prove that your product is what it says it is becomes a differentiator.
And, in the case of food, it becomes a means to prevent disease.
So seeing how Walmart and IBM are partnering up to use blockchains for food safety in China is not surprising.
It’s, in fact, promising as it is further evidence that the “tipping point” is getting closer.